Bernard Arnault debuts on X: a new communication strategy after Le Monde investigation
LVMH CEO Bernard Arnault opened a personal X account, responding to a Le Monde series about his empire, with experts calling it a step toward more political communication.
Bernard Arnault, the head of the world's leading luxury group LVMH, launched his personal account on X (formerly Twitter) on July 27, greeting his supporters with a simple "Thank you." The move came after a standoff with journalists from Le Monde.
The day before, Arnaud had already exercised his right of reply via LVMH's official account. Le Monde had published a six-part investigation by journalists Raphaëlle Bacqué and Vanessa Schneider, tracing the construction of the Arnault empire, describing tensions within his companies and family, and referring to a "court" phenomenon around the billionaire.
In his open letter, Arnaud used sarcasm, calling the investigation a "serial" and condemning what he sees as melodrama and a taste for the "novelistic." "Apparently, in the Arnault family we don't talk things through, we plot," he wrote, adding: "What in an ordinary family is called a Sunday is called an intrigue in ours."
Communications expert Ariane Ahmadi of Kerman Consulting said the Le Monde articles were "the last straw" for Arnaud, prompting him to engage directly with the public. "He no longer wants to be the object of fantasies," she said, noting that he is opening his own information channel to communicate on his terms.
Elon Musk, owner of X, welcomed Arnaud, writing: "The best way to communicate with the world is to address the public directly in your own words, rather than going through the distorting mirror... that is the traditional media."
Ahmadi highlighted Arnaud's use of humour and irony to undermine opponents. In his letter's closing line, he wrote: "I will continue to do Le Monde's crossword puzzles, which, for their part, are excellent."
She sees a political shift in Arnaud's stance. "He is positioning himself not simply as a company boss, but also as a businessman whose opinion may be of interest," she said, adding that Arnaud "emphasises that he helps France and is part of its national story."
Could Arnaud play a role in the next presidential election? Ahmadi predicts he will focus on issues rather than candidates. Another French business magnate, Vincent Bolloré, who has been active on X since October 2025, welcomed Arnaud, stating that his views would be invaluable at a time when France is "sinking into serious difficulties."
Within 48 hours, Arnaud had nearly 108,000 followers—four times more than Bolloré's account.
