Environmentalism Crashes the Runway
Written by Olivia Hollenbeck
Marie Cohuet, a protestor that associates with the environmental group Extinction Rebellion, got the exact result she wanted from her surprise display of advocacy at Paris Fashion Week. She got attention. Extinction Rebellion, a non-violent group demanding action regarding the climate emergency, is known for pushing the bounds of protests. During the long awaited Louis Vuitton fashion show, Cohuet stood up and began to walk down the runway. She was in the midst of the models, holding a banner that read, “Overconsumption = Extinction”. She walked with confidence and intention, possibly confusing some audience members who seemed to think she was part of the planned show. She successfully made it the full length of the runway and even posed for photos at the end. She was then tackled and taken away by security guards, causing quite the disturbance to the show. Before her banner was yanked away, she continued to hold it up for everyone to see, even while in the arms of the security guard. Audience members were greatly distracted from the show due to this dramatic sequence of events. However, the models were noticeably unbothered. Contrasting opinions have debated the reality of the unaffected models; some believe the models professionalism is commendable, whereas others find their absence of attention to the controversy frightening.
The Extinction Rebellion advocacy group is known for controversial and noticeable acts like this one. In fact, they executed a similar plan at a Dior fashion show last year. While many find no issue with the message spread by Extinction Rebellion, it is being ferociously debated whether or not the Louis Vuitton fashion show was the right time and place for them to make a statement. Many people wonder why fashion seems to be Extinction Rebellion’s target, as this is not their first protest at a well-known designer’s fashion show. Extinction Rebellion has likely chosen the fashion industry as a target because the industry is one of the largest contributors to greenhouse gas emissions around the world. There is a devastating amount of waste involved with overproduction that eventually leads to pollution. Making waves within fashion is also a gateway to the average person, as every member of the general public plays a role in the consumption of clothing. One could argue that popular brands like Zara and Shein are more responsible for overproduction and waste than luxury brands, and therefore they should be the focus of the protest. Yet, it must be noted that luxury brands hold the majority of power in the fashion industry; mainstream brands base their clothing lines on designer brands and also follow their lead on initiatives. Furthermore, Extinction Rebellion’s goal is not simply to reach the audience of the Louis Vuitton fashion show; they hope to make headlines and enter the minds of many. In actuality, a protest outside of a Zara store might not make as many headlines, if any, as a surprise protest at an elite event such as the Louis Vuitton fashion show.
Louis Vuitton, specifically, was the optimal choice for this protest. Although it is a designer brand, it is a more mainstream designer; almost everyone recognizes the name, as it is one of the oldest fashion houses in the world. In addition, Louis Vuitton is actually known for being a more green luxury brand, as they have declared a sustainability pact. While Louis Vuitton is known for discussing sustainability, it is unclear how many sustainable practices they actually implement; they have been heavily criticized, as they continue to burn excess materials and products, despite their declared commitment to reducing greenhouse gas emissions. They are also notorious for inhumane practices. Back in 2016, Louis Vuitton was exposed by PETA for a supplier farm skinning crocodiles alive. It isn’t a coincidence that Extinction Rebellion chose Louis Vuitton as their target for the protest; they likely wanted to expose the actual lack of green practices, despite Louis Vuitton’s great showcase of sustainability movements.
Extinction Rebellion’s protest at the Louis Vuitton fashion show has intrigued many and led to the contemplation about the fashion industry's impact on the environment, thus fulfilling Extinction Rebellion’s goal. It is unknown when Extinction Rebellion will surprise the world again, however, be assured that it will be in the headlines.