THE WHAT? LVMH has defended the environmental credentials of Louis Vuitton’s large-scale runway installation in Paris after the brand’s artificial waterfall attracted public criticism during a record-breaking heatwave.
THE DETAILS The eight-metre-high waterfall formed the backdrop to Louis Vuitton’s Spring/Summer 2027 show during Paris Fashion Week. Following questions over water use, LVMH said the installation operated using a closed-loop system, with water drawn from Paris’ municipal supply before being returned to the city’s sewer network without waste. The company also stated that the sand used for the runway would be reused for beach volleyball courts at the Cité Universitaire and by a recycling partner. While the project had been approved in consultation with the venue, local politicians and residents questioned the timing and optics of the installation during extreme heat, with some also raising concerns over restricted access to parts of the university campus.
THE WHY? The episode highlights the growing scrutiny luxury brands face over the environmental and social impact of large-scale marketing activations. As sustainability expectations continue to rise, brands are increasingly required to demonstrate responsible resource management alongside high-profile consumer experiences.
Source: Reuters
