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Bernard Arnault Goes to Washington

The chairman of LVMH Moët Hennessy Louis Vuitton hit the nation’s capital Thursday like a politician on the campaign trail.

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Diane von Furstenberg

Photo By Jonah Koch

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WWDStyle issue 04/11/2011

Arnault, who assumed control of LVMH in 1989 and subsequently built a multibillion-dollar luxury empire with more than 60 brands, revealed the business acumen that has driven the company to new heights and also made it a socially responsible player on the world stage.

“To receive this award tonight in your presence is not only an honor but also a very happy, powerful and poignant occasion for me,” he said. “Tonight, you do not just honor me. What you honor with this special award is a commitment of more than 80,000 people with a unique ambition to delight the world, to beautify our universe and to inspire the spirit of our times.

“While I have always been profoundly French, I have a deep and abiding admiration for these characteristics, which are among those that have made America great,” Arnault continued. “Included in these today is the idea that corporations are also citizens with social responsibilities, a concept that I think of as distinctly American. I’m proud to say that we have adopted this principle at LVMH and we apply it not just at home in France, but around the world.”

He also stressed LVMH’s dedication to a “moral code that is nonnegotiable, even if this sometimes means taking very difficult and public decisions because they are simply the right thing to do, whatever the impact on our business,” an apparent reference to the company’s firing of disgraced Dior designer John Galliano.

The “right rules to avoid unfair competition” were also a key point for Arnault, who pointed to the global fight against counterfeiting, an endeavor LVMH has spent millions of dollars on in protecting its brands. And he called for guidelines “that make it possible for companies to operate on the Internet with fair ground rules and for consumers to feel confident that what they are buying is genuine, whether it is a pharmaceutical or luxury product.”

While LVMH may not manufacture trains, cars or rockets, or produce energy, what it does do is important, Arnault said.

“You can tell time, dress beautifully or wear makeup produced by one of our brands anywhere in the world, regardless of your nationality, your beliefs or your culture,” he said. “By bringing to emerging countries the very same products that we sell everywhere else in the world, I’d like to believe that, in our own modest way, LVMH contributes to bringing people of the world closer to each other.”

Arnault won praise from an array of heavyweights on Thursday night. Blair jokingly explained how difficult it was for a “Brit” to praise two “true Frenchmen.”

“The Corporate Citizenship award is not about making an outstanding balance sheet, although Bernard has certainly done that,” said Blair. “It is about making an outstanding contribution, and that he has certainly done as well.”

Calling both honorees “radicals,” Blair said they “took traditional concepts of business and academic life and changed them.”

“LVMH, under Bernard’s leadership, broke new ground in terms of fashion and brands and marketing, and tonight I’m not even going to concentrate on any of those things,” said Blair. “What I want to concentrate on is how he changed our ideas of corporate responsibility.”

He praised LVMH for being one of the first companies to create an entire department dedicated to improving the environment, citing the company’s establishment in 2001 of an “environment charter,” committed to sustainability and reducing its footprint on the global environment.

Marc Jacobs said in a video tribute to Arnault that also featured U2 lead singer Bono and other luminaries, “We all work hard to win his approval.”

In an interview before the dinner, Jacobs said Arnault “is a great supporter of all art forms — from good wine to beautiful interiors to great art to great fashion. I just think he’s a great businessman and a great appreciator of the art of living.”

 

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