Looks like it’s not all rainbows and unicorns for Louis Vuitton lately. The French fashion house was called out by the anonymous fashion police Diet Prada for its recent initiatives that included rainbows but not the LGBTQ+ community. Ouch!
LV recently shared a colorful new Instagram filter featuring quatrefoils and a hand-drawn rainbow that spoke of the ‘LV Spirit.’ Also, some of its selective stores across the world were decorated with hand-painted rainbows, with some help from the children of the employees.
Coming up rainbows. Hand-drawn illustrations by the children of #LouisVuitton employees have appeard across store windows worldwide and have made their way to a new Instagram filter. Try the #LV filter now by visiting the filter tab on the @louisvuitton account. Maison Louis Vuitton, New York 5th Avenue East 57th Street,1, 10022 New York, USA
While celebrating the ‘LV Spirit’ in colorful rainbows, what the brand missed out was the mention of ‘Pride’ or ‘LGBTQ+ community’ in this initiative. Fashion influencer, Bryanboy noticed the missing mentions and called out the brand asking for the reason for this omission. “Is there a reason why they omitted references to Pride/LGBT in their communications usage of the rainbows especially during Pride month?”, he asked in his IG story.
(Image Source- Diet Prada)
Being quick to notice this, Diet Prada took this matter to its social media space along with some relevant additional information to back it up. Speaking of the importance of rainbows and its association with the LGBTQ+ community and Pride Month, DP later backed Bryanboy’s comment with a press write up. Quoting the extract from the article, DP shared, “LV’s usage of the rainbow “symbolizes hope and new adventure, fitting for this current moment”, with a Pride tie-in mentioned as a side note and seemingly happy coincidence.”
On Monday, @LouisVuitton announced a new Instagram filter featuring their iconic quatrefoils interspersed along a hand-drawn rainbow, encouraging followers to “share the #LV spirit”. Simultaneously, stores around the world were decorated with various rainbows, contributed by the children of employees. While rainbow iconography spans centuries and cultures, it’s most commonly associated in modern context with the queer community, which has used the symbol since the 1970s. In honor of the anniversary the 1969 Stonewall riots, Pride-related parades and events have occurred every June since. The celebration has evolved into a month-long occasion where communities worldwide proudly display their solidarity, often through rainbow motifs. Fashion influencer @bryanboycom noted LV’s choice in an instagram story, asking “… is there a reason why they omitted references to Pride/LGBT in their communications usage of the rainbows especially during Pride month?” Meanwhile, a press write up in CR Fashion book said LV’s usage of the rainbow “ symbolizes hope and new adventure, fitting for this current moment”, with a Pride tie-in mentioned as a side note and seemingly happy coincidence. During the coronavirus pandemic, the rainbow became a symbol of support in the UK for people wanting to show solidarity with NHS front line workers. Peaking in April, social media users shared rainbow artwork in support. It is unclear whether this is what the brand is referencing. It was only in Oct. 2019 that LV welcomed Trump to the opening of their new Texas factory. In WaPo’s coverage of the event, @RobinGivhan questioned the alliance. “Can there be neutral ground when the players are a president who has made women in general, along with immigrants and members of the LGBTQ community, feel as though they are under siege…?". The Trump administration just formally reversed an Obama-era policy that protected transgender patients from discrimination in healthcare. With its vague messaging and awkward timing, is Louis Vuitton’s rainbow-filled message a covert acknowledgement of the queer community without alienating conservative brand devotees?
The fashion police also stated that during the COVID pandemic, the rainbow became a symbol of support in the UK to show solidarity with NHS frontline workers and this makes it quite unclear as to what the brand is referencing.
But that’s not just it. In October 2019, US President Donald Trump was invited for the opening of LV’s Texas factory and this move raised many eyebrows. As mentioned by DP, this alliance was questioned saying ‘Can there be neutral ground when the players are a president who has made women in general, along with immigrants and members of the LGBTQ community, feel as though they are under siege…?" The Trump administration just formally reversed an Obama-era policy that protected transgender patients from discrimination in healthcare.”
Secret acknowledgment to the queer community or support of solidarity? LV’s move raises many questions. What are your thoughts on this?
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