Bernard Arnault, LVMH’s chairman, has been called “the wolf successful cashmere” for complete a decade. Then he went viral for being funny.
By Jonathan Small | edited by Dan Bova | Jul 31, 2026
Bernard Arnault has spent millions trying to alteration his image. It whitethorn person taken 1 sarcastic tweet to really propulsion it off. The LVMH chairman, agelong nicknamed “the wolf successful cashmere” and “the Terminator,” funded museums and underwrote the Paris Olympics complete the past decade to soften his reputation, pinch small effect, the New York Times reports.
Then came a three-page unfastened missive responding to a captious Le Monde investigative series, posted to X. Instead of disagreeing pinch the reporting, Arnault poked nosy astatine it, joking astir specifications for illustration being accused of making Hermès-tie-wearing visitors alteration clothes. The missive has been viewed complete 8 cardinal times and drew praise from figures for illustration billionaire investor Bill Ackman.
Arnault, 77, was truthful encouraged by the guidance that he joined X himself days later to personally convey group for sharing it, a station that’s now been viewed much than 11.5 cardinal times. The lesson? Self-deprecating joke and a small humanizing messiness whitethorn do much for estimation than buying your measurement retired of trouble.
Bernard Arnault has spent millions trying to alteration his image. It whitethorn person taken 1 sarcastic tweet to really propulsion it off. The LVMH chairman, agelong nicknamed “the wolf successful cashmere” and “the Terminator,” funded museums and underwrote the Paris Olympics complete the past decade to soften his reputation, pinch small effect, the New York Times reports.
Then came a three-page unfastened missive responding to a captious Le Monde investigative series, posted to X. Instead of disagreeing pinch the reporting, Arnault poked nosy astatine it, joking astir specifications for illustration being accused of making Hermès-tie-wearing visitors alteration clothes. The missive has been viewed complete 8 cardinal times and drew praise from figures for illustration billionaire investor Bill Ackman.
Arnault, 77, was truthful encouraged by the guidance that he joined X himself days later to personally convey group for sharing it, a station that’s now been viewed much than 11.5 cardinal times. The lesson? Self-deprecating joke and a small humanizing messiness whitethorn do much for estimation than buying your measurement retired of trouble.
Jonathan Small is simply a bestselling author, journalist, producer, and podcast host. For 25 years, he... Read more
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