Luxury fashion has long relied on theatrical runway productions to create viral moments, but in an era of climate anxiety and heightened social awareness, these extravagant displays increasingly face scrutiny. The recent example is Louis Vuitton Men’s Spring/Summer show at Paris Fashion Week. For his Louis Vuitton menswear show, Creative Director Pharrell Williams transformed the venue into a beach complete with sand and a towering artificial wave as an homage to surfing and the ocean. However, the installation became controversial because it debuted during the ongoing severe heat wave in France.
Critics questioned the ethics of staging such an extravagant water-based spectacle amid growing concerns over climate change, resource consumption, and luxury’s environmental footprint. Others argued that the event reflected tone-deaf excess and contributed to the privatization of public urban spaces for luxury branding. Following the backlash, the LVMH group clarified that the wave did not waste any water as it operated on a closed-loop system, continuously recycling the water before redirecting it safely into Paris’ sanitation network. However, this wasn’t the first time a luxury giant’s attempt to make an artistic statement turned into perceived insensitivity through environmental excess and tone-deaf symbolism. For many brands, controversies now function as a marketing strategy, and the pressure to go viral is unreal.
Controversy vs. Creativity
Today, globally renowned runway shows and ad campaigns are no longer restricted to elites. With social media, everything gets instant feedback and amplification by millions in no time. Ideally, before launching campaigns or large-scale experiences, brands should involve diverse voices, cultural experts, and sustainability advisors in the creative process to identify potential blind spots. But how many are doing it right, questions luxury expert Tina Walia.
She says, “Brands are under constant pressure to deliver moments that are visually spectacular and conversation-worthy. But if a brand becomes memorable for controversy rather than creativity, it risks diluting the trust and emotional equity it has built over decades. While controversy may generate short-term visibility, it does not necessarily translate into long-term admiration or customer loyalty.”
On the other hand, Sapna Mehta, Founder of Sapna Mehta Jewellery, opines that while the Louis Vuitton campaign drew criticism, it can also be viewed as an imaginative expression offering audiences a sense of escapism rather than making light of the heat wave. Mehta says, “However, perception is deeply personal, and brands must recognise that context shapes how creativity is received. Creativity should always be paired with empathy and awareness. Whether drawing inspiration from nature, culture or current events, brands have a responsibility to communicate thoughtfully and authentically.” In luxury, lasting trust, authenticity and emotional connection will always be more valuable than short-lived attention.
PR, a double-edged sword
In 2026, the criticism has largely focused on hypocrisy, particularly around sustainability, climate responsibility, luxury excess and cultural attribution. The real shift is that attention has become incredibly cheap, while trust has become incredibly expensive. Today, almost any campaign can generate millions of views, whether people love it or hate it, so visibility alone is no longer a competitive advantage, believes Mohit Jain, Founder and CEO of Miraggio.
He adds, “Social platforms amplify strong reactions and outrage often travels further than quiet appreciation, which is why the idea that “any PR is good PR” doesn’t hold up in the same way anymore. Brands will have to spend more time questioning their own ideas before the public does. Every creative decision should have a reason beyond getting attention.”
Awareness Matters
To go viral should be a by-product of a strong creative idea, not the objective itself, believes Stuti Dhanuka, founder of Terra Luna. She highlights, “For brands, the answer isn’t to become less creative, but to be more thoughtful. Whether it’s drawing from culture, communicating sustainability, or creating large-scale experiences, every creative decision should be made with awareness and respect. The most powerful ideas are often those that are both imaginative and responsible, because they resonate long after the campaign or runway show is over.”
The most enduring luxury brands balance bold creative expression with respect, sensitivity and purpose, proving that innovation and responsibility can coexist. Suneeta Kamble, Brand Head at House of Shrusha, adds, “Fashion has always reflected society, and with that comes the responsibility to be mindful of the cultural, environmental, and social context in which creative work is presented. Consumers expect brands to demonstrate genuine respect rather than simply make bold statements. This means investing time in research, embracing diverse perspectives, and ensuring that storytelling is authentic rather than performative.”
Double Standards
Unlike 2018–2022, when controversies were dominated by racially insensitive campaigns (Gucci), cultural missteps (Dolce & Gabbana) or shocking creative decisions (Balenciaga), 2026’s controversies have been focused on duplicity issues.
• Chanel flying guests around in private jets for destination shows like Biarritz (France), Seoul (South Korea) in 2026 while claiming to be a sustainable brand.
• Dolce & Gabbana’s casting of an all-white model lineup for Milan Fashion Week during their Fall/Winter 2026 menswear show, titled “The Portrait of Man”.
• Balenciaga’s repeated controversies over culturally insensitive campaigns. Critics argue that the brand prioritizes shock over craftsmanship to stay in the news.
• Ralph Lauren’s Fall 2026 showcase at Paris Fashion Week faced severe backlash for cultural appropriation and erasure of South Asian craftsmanship.
Disclaimer : This story is auto aggregated by a computer programme and has not been created or edited by DOWNTHENEWS. Publisher: deccanchronicle.com
