«Very sensitive» to support after his response to «Le Monde», Bernard Arnault lands on X

Bernard Arnault, the influential chairman and CEO of LVMH, the world's largest luxury group, has made his debut on Elon Musk's social media platform X, formerly known as Twitter. This marks a significant shift in Arnault's communication strategy, coming shortly after he published a sharp critique of an investigation into his business dealings by the French newspaper Le Monde.

In his inaugural post on X, published Monday morning, Arnault conveyed his deep appreciation for the messages of support he received after releasing his open letter to Le Monde. "I wanted to thank you all, directly and personally, here, on X," he wrote, accompanying the message with a photo of a handwritten "thank you." His X profile identifies him as "Chairman and CEO" of LVMH and features a photograph of the Fondation Louis Vuitton in Paris.

The timing of Arnault's social media launch is notable, occurring on the same day LVMH is set to announce its first-half financial results. His move onto the platform was confirmed by Jean-Charles Tréhan, LVMH's director of external relations, who stated, "Like any self-respecting startup CEO, Bernard Arnault is now on X. And it's his personal account." The head of X in France, Laurent Buanec, welcomed Arnault, emphasizing that "all voices are expressed on the platform, including the most influential ones."

Arnault's critique of Le Monde's investigative series, which delved into his family, business practices, and management style, garnered significant attention. His response, viewed over 2.6 million times and shared more than 3,000 times, was notably ironic. "I am aware that by responding, I am offering this series the spotlight it may have hoped for: a final episode, written by my own hand. So be it. May it at least serve one purpose: to spare energy for all those who, elsewhere, bet on the fissure of a family to sell paper. They will wait a long time," he stated.

This is not the first time Arnault has directly addressed criticism. In February 2025, he responded to remarks by Michel-Édouard Leclerc, advising him to sell more French products in his supermarkets and cease pressuring French suppliers. Arnault suggested Leclerc demonstrate his patriotism through such actions rather than criticizing a group that he believes enhances France's global standing.