Moncler: the Courchevel fashion show controversy
Environmentalists are outraged by Moncler’s planned fashion show on Courchevel’s Lac de la Rosière in mid-March. The NGO Résilience Montagne is calling for the cancellation of the event, which is deemed to be harmful to this natural site.
A project contested by environmentalists
According to Résilience Montagne, the Moncler brand plans to welcome 250 guests to Lac de la Rosière, an isolated natural site in Courchevel. The event will require development work, including snow removal from the access road, which has angered the association. The association describes the initiative as a“totally unnecessary intrusion”, denouncing the endangerment of this “haven of peace for wildlife”. A petition has already gathered 1,200 signatures to ask the town council to revoke the authorization.
A controversial advertisement for Courchevel
For his part, Courchevel mayor Jean-Yves Pachod defends the project. In his view, the images from the fashion show will give the resort international exposure: “Why would anyone say no to a fashion show? It’s incredible publicity.” This position highlights the tension between the marketing objectives of luxury brands and environmental concerns.
Luxury facing environmental challenges
Moncler is not the only luxury brand to come under fire from environmentalists. In Paris, the installation of a giant Louis Vuitton trompe-l’œil trunk on the Champs-Élysées, designed to conceal the construction of a future hotel, has also sparked controversy. Several elected representatives and associations denounced the installation as “advertising on scaffolding” and an incitement to over-consumption.
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