We Love “Tea” Served with Dom Pérignon — The Gucci Sabotage

There is something so elegant about the way Louis Vuitton plays the game. Especially under Bernard Arnault. Quiet moves. Polished smiles. Business decisions executed so cleanly, you barely notice they have happened—until you are already sipping from the aftermath.

And you might be wondering, “Wait, Gucci isn’t part of LVMH… right?” Right. That is exactly the point.

Because in the luxury world, the drama is never shouted. It is leaked.

And always—served with champagne.

Arnault's First Sip

Let’s start with the unspoken truth: Bernard Arnault tried to make Gucci part of LVMH in 1990s. LVMH was building its empire, and Gucci was the missing jewel: Italian heritage, Tom Ford-era seduction, and a rising global influence. Everything LVMH needed, wrapped in one “horsebit”—so why not purchase it?

His strategy was subtle yet sharp. Not in a boardroom-takeover kind of way. But in the way only he knows how. Strategic. Stealthy. And of course, completely legal. Arnault began by quietly buying up significant shares in Gucci, positioning himself as an influential shareholder. In typical LVMH style.

And by the time Gucci’s management figured it out— it was almost too late…

What Do You Do When A King Sets Eyes On Your Crown?

Arnault had positioned himself with enough shares to make a genius takeover. Elegant, but firm. He did not need Gucci’s permission. He was holding the pen. The pressure was clear: sell, or be owned.

But Gucci did not fold. If they were going to be bought, they would choose the buyer. And they found an escape hatch.

So they made the call that would change the luxury field forever. They reached out to François Pinault.

At the time, Pinault’s company—Pinault-Printemps-Redoute (PPR)—was not exactly a threat. It was not even in the same class. Not fashion. Certainly not luxury. But what it had was capital. And Gucci needed a shield.

So Gucci issued new shares to PPR, diluting LVMH’s control and handing Pinault the keys. It was a bold counterattack—executed just as quietly.

And turned Gucci from a potential trophy into a rival kingdom.

And Kering was Born.

Because here is what most people forget: Gucci was not just a brand for PPR. It was a gateway drug. That “horsebit” dragged PPR into luxury—and it never left.

What followed?

Bottega Veneta. Saint Laurent. Balenciaga. Wow, right?

And in 2013, PPR dropped the retail mask completely and rebranded as “Kering”.

Today, Kering is LVMH’s most direct competitor. And it all began with Gucci.

Here is the Real “Tea”

Have you heard the rumor that Louis Vuitton—Arnault’s empire—used to send Gucci bags to celebrities? Yes, you read that right, they sent Gucci bags to celebrities.

Louis Vuitton had a problem. The bags, once symbols of sophistication, were now associated with reality TV, late-night parties, and the kind of loud, unsophisticated energy that LVMH simply does not want.

It all started with “Snooki” from Jersey Shore. The reality TV star was practically married to her Louis Vuitton bags. And while the paparazzi chased her around, LV realized something: it was not just the bags getting attention—it was the image. The “I did it” luxury they were so famous for was being tainted. This was not luxury.

Enter “Gucci”.

LV decided it was time to make Snooki someone else’s problem. It is whispered that LVMH began sending Gucci bags to the chosen “in-your-face” celebrities. The plan was simple: shift the spotlight to Gucci.

Gucci, the “bad boy” of luxury, had always embraced a bit of controversy. It was the perfect brand to become associated with all the glamour and noise of reality TV. So, LVMH did what any empire would do: they quietly sent Gucci bags to the celebrities. Not only could they offload the image problem, but it also served another, more personal purpose. Bernard’s revenge from Pinault.

The Final Sip

Well, the rumors remain unconfirmed. But one thing we can say for sure is the undeniable success of these two luxury giants. How else could someone become the wealthiest person in the world and lead LVMH, the conglomerate that defines luxury? And, of course, Kering’s rise—thanks to François Pinault, the quiet mastermind — cements its place as a powerhouse in the luxury world.

And the only thing we are sure of? Snooki was seen on the Jersey Shore beach, arrested, wearing a Gucci bag — one that was most likely gifted to her by Arnault’s team. So…

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Unsplash / Ben Mathis Seibel / Kacper Brezdeń / Nikolai Lehmann & Reuters