Bernard Arnault, the notoriously discreet billionaire behind luxury giant LVMH, is adopting a new public relations strategy. This shift is marked by an uncharacteristic open letter attacking a French newspaper, a debut on the social media platform X, and a recent lengthy podcast appearance.

Arnault, 77, has historically allowed his brands, including Louis Vuitton and Dior, to define his public image. His previous approach involved minimal media interaction. However, recent coverage in Le Monde, particularly an article describing succession as “the poison at the heart of LVMH,” has reportedly angered the LVMH chief.

The open letter, published Sunday, directly addressed the six-part examination of his political connections, media holdings, and succession plans. His subsequent use of X on Monday aimed to amplify this personal communication, signaling a deliberate move to control his own narrative more directly.