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The Louis Vuitton waterfall show is a hot topic in Paris

LVMH, the luxury group, said that no water was wasted when its flagship Louis Vuitton opened Paris Fashion Week Tuesday. The French capital is currently experiencing a heatwave of record proportions.

The eight-metre high wave, set against a runway covered in sand, was the backdrop for Pharrell's spring-summer 2027 show. The structure was placed outside Cite Universitaire in southern Paris, a 20th century residential complex that houses more than 12,000 students a school year.

Images of the installation, which was installed in France when temperatures soared above 104 degrees Fahrenheit, quickly attracted the attention of local politicians and residents. This rekindled the debate over the way fashion brands exploit the city's landmarks and use them for commercial purposes.

The water that was used to create this wave came from the Paris water system. It was pumped there and then redirected into the sewer system of Paris via a closed loop system, according to a LVMH spokesman.

She said the sand will be recycled in the Cite Universitaire beach-volleyball court and by a recycling partner. The event 'had been adapted for heatwave regulations.

Jerome Duplan, the Cite Universitaire’s director of communications, also stated that water was pumped through a closed loop system.

"A VERY UNFORTUNATE MESSAGE"

Fashion Week supporters say that staging runway shows on public buildings will enhance Paris' reputation as the fashion capital of the world. However, some of the ambitious projects of the industry have been met with resistance by locals.

Williams' debut show in 2023, which closed off Paris' 'oldest bridge' near the Louvre and Notre Dame Cathedral, was accused by French politicians of appropriating space.

Melody Tonolli is the Paris deputy mayor responsible for the living conditions of students. She said, "I can understand the public's response to poorly explained privatisations with access restrictions and a display in the middle?of a?heatwave that sends an unfortunate message."

LVMH stated that the six-week duration of the installation was agreed with its host. Duplan, from Cite Universitaire, said that Louis Vuitton’s sponsorship had helped to fund the structure. The Cite Universitaire is facing financial pressure due to a decline in public funding and rising costs.

However, some of its residents claimed that they were treated unfairly, and that they couldn't use certain facilities despite paying rent and had to?adjust their daily routines due to?the event. The show highlighted a stark difference between the 'extreme wealth' of those on display and their own living standards.

Emma Keller, a student at the University of Pennsylvania said: "When you look at where we live, how we live, and what Louis Vuitton just created, it's a complete contradiction." Reporting by Alessandro Parodi, Tassilo Humble and Elissa Darrah in Paris. Editing by Ros Russell.

(source: Reuters)