Banned From Louis Vuitton: The Price of Journalism

Posted on October 10, 2007

Journalist Dana Thomas' new book has reportedly gotten her banned from all future Louis Vuitton fashion shows. Her book, Deluxe: How Luxury Lost Its Luster has infuriated the top brass at LVMH Moët Hennessey with its unflattering portrayal of Louis Vuitton's practices, methods and promotion of handbags that are ridiculously priced. The theme of the book is that the massification of luxury goods has cheapened the concept of luxury altogether.

The ripe rumor going through the rafters at the Louis Vuitton show Sunday night was that company chief Yves Carcelle had called journalist Dana Thomas personally to inform her that she would never be invited to another Vuitton show or event as long as he was still in charge. It was apparent that Carcelle was miffed by the veteran fashion industry reporter's new book, Deluxe: How Luxury Lost Its Luster, and in particular by how she called LVMH Moët Hennessey's crown jewel brand "the McDonald's of the luxury industry: it's far and away the leader, brags of millions sold, has stores at all the top tourist sites--usually steps away from a McD's--and has a logo as recognizable as the Golden Arches." During the brief phone conversation, Thomas was said to have replied, in a cordial yet terse manner, "Thank you very much."
Post show, Carcelle confirmed to Fashion Week Daily that he had spoken to Thomas and decided it would not be appropriate for her to attend Sunday's show, but echoed a clearer thought. "We think she [Dana] wrote some things that were just not true; for example, how Vuitton marks up products 13 times what it costs us to produce," he explained. "I called her to express my unhappiness with the book. But if she would like to come to the show next season, she is welcome to." His wife, Rebecca, added, "You don't have the reputation Yves has by speaking to people in a derogatory manner." Wanting to move on from the subject, Carcelle concluded, "She complained to The Washington Post and The New York Post; if we're the McDonald's of luxury, then she is the McDonald's of press!"

Oh, snap! Now before you snippily ask, "what's it to me that Dana may be permanently banned from the good seats at the Louis Vuitton fashion shows?", consider this: Dana Thomas has been the cultural and fashion writer for Newsweek in Paris for twelve years. To ban her from a major fashion show is like banning Nick Roberts from ever going to Iraq or Aftghanistan.