Fashion house Louis Vuitton has sparked outrage on the Web with its new collection of jewelry featuring the letter “Z” – a symbol used by Russian propaganda to glorify Kremlin aggression against Ukraine.
Louis Vuitton introduced LV Volt, a collection of unisex jewelry, on March 23. The new collection is dedicated to the iconic initials of the famous fashion house – “L“ and “V”.
However, the presented collection caused anger on the Web, because the initials “L“ and “V” on the jewelry resemble the letter “Z”, which since the beginning of Russia's military aggression against Ukraine has become a symbol of the Russian invaders. They have used this symbol to mark their military equipment fighting in Ukraine.
Instagram users from Ukraine, as well as from all over the world, have left thousands of outraged comments under three campaign posts starring Kid Cudi, Gina Jin and Alicia Vikander.
“It’s a shame! The letter ‘Z’ is the new swistika in Russia. Stop the war in Ukraine”, “This is nonsense… Support for Russia?”, “Do your marketing experts watch the news?”, “Russia invaded Ukraine and its symbol is the letter ‘Z’, and now you support aggression” – these are just a few of tens of thousands of outraged comments below posts.
The brand announced the upcoming release of this collection back in December 2021, while Russia was massing troops on the borders of Ukraine, but before the invasion of Ukraine and before the significance of the letter “Z” became apparent.