The United States is in what some call the “Trump Era”, and is faced with the constant battle of division in regards to political views. The “Trump Era” has even sparked controversy in the fashion industry as his campaign has begun again. Many people are boycotting the famous, well off company, Louis Vuitton, because of their contributions to the Trump campaign. Louis Vuitton is not the only company facing these protests, as any association to the campaign is being scrutinized. 

    Louis Vuitton’s association with President Trump began in January of 2017 when the CEO expressed interest in expanding its U.S production sites. There were already a number of factories in the U.S, but they wanted more. In October of 2017, the company announced its opening of a production facility in Johnson County, Texas. Louis Vuitton is now facing backlash from customers due to a picture taken of CEO and Chairman of the company with President Trump at the ribbon-cutting ceremony. 

The CEO of Louis Vuitton has responded to the criticisms saying “We are very honored to have the president of the United States. I’m not here to judge any types of policies. I’m here to work with my brand and we are going to, over five years, have 1,000 people working here and that’s what matters.” Burke, meanwhile, insisted to the publication that this partnership is “about jobs, it’s not a political statement. This is about engaging with the president of the United States’ overriding economic goal of bringing jobs back to the United States…. It’s ironic that it’s a French company that’s doing it. There’s a subject…for those who want to be critical. Once again we’re helping out America. That’s what friends are for.”

    Many people are disappointed in the companies decision to associate themselves with President Trump and are boycotting to send a message. This protest has started a campaign called #Grabyourwallet, telling people to vote with their wallets and boycott specific brands with political associations. 

Robin Givhan of the Washington Post called the association  “jarring in its utter nonchalance, in its unflinching fealty to corporate normalcy during these most abnormal times. Can there be neutral ground when the players are a president who has made women in general, along with immigrants and members of the LGBTQ community, feel as though they are under siege, and a billionaire mogul who reaps tremendous profits from those very people? Is a public shrug permissible anymore when all around there is chaos?”

    Campaigns like these can potentially make or break a business, and it is important for brands to stay politically neutral if they want to stay in business. Louis Vuitton shows no signs of shutting down, however, their sales are already decreasing due to this boycott. Unless the company comes out with a statement to calm the waters, their company can and will face hardships. It will be interesting to see how the French company will do in the coming years, both in the U.S and other nations. This campaign is just one example of how consumerism controls the markets and the political arena in a democratic country. Louis Vuitton has a lot of work to do if they want to mend their image and convince consumers to end the boycott.