The Louis Shuffle

Top Tier Changes Made At Louis Vuitton- Photo Louis Vuitton

In the luxury fashion, leadership changes are never just about filling a seat. They are many times statements of intent. At Louis Vuitton, the world’s most valuable luxury brand, the latest wave of executive reshuffles is a calculated exercise in continuity, growth, and global dominance.

The most prominent shift came on June 10, 2025, when Damien Bertrand was named Deputy CEO of Louis Vuitton. Bertrand, who had been CEO of Loro Piana since 2021, is hardly a newcomer to the LVMH orbit. His tenure at Loro Piana was marked by subtle but significant growth, positioning the ultra-luxury cashmere brand as a global player while retaining its low-key, exclusivity-driven DNA.

Now at Vuitton, Bertrand reports directly to Pietro Beccari, CEO of Louis Vuitton since early 2023, and his charge is substantial: product creation, brand image, communications, strategy, sustainability, and industrial operations. In other words, he will oversee the heartbeat of Vuitton: the artistry, messaging, and manufacturing precision that keep it at the top of the luxury pyramid. Bertrand is also set to join the LVMH Executive Committee in January 2026, giving him a voice in the group’s highest decision-making forum.

This change set off a domino effect. Bertrand’s move left the top spot at Loro Piana open, and in a move that caught the fashion press’s attention, Frédéric Arnault, son of LVMH chairman Bernard Arnault, stepped in as CEO. Formerly at the helm of LVMH’s watch division, Frédéric’s appointment is as much about his proven track record at TAG Heuer and Zenith as it is about grooming the next generation of Arnault leadership. The transition officially began in late March and wrapped up in June, aligning neatly with Bertrand’s new Vuitton role.

The geographic chessboard was also in play. On April 28, 2025, Daniel DiCicco was appointed President & CEO for Mainland China, based in Shanghai. Reporting to David Ponzo, Vuitton’s Chief Commercial Officer, DiCicco’s appointment underscores the brand’s laser focus on China, a market that (although currently in flux) continues to be both a growth engine and a high-stakes battleground for luxury. With economic fluctuations and shifting consumer behavior in the region, the role demands a deft balance of brand heritage and localized relevance. DiCicco has his work cut out for him.

Not all changes were about arrivals. Early 2025 saw the departure of Francesca Amfitheatrof, Artistic Director for Jewelry & Watches since 2018. Amfitheatrof played a key role in shaping Vuitton’s fine jewelry identity, blending archival cues with bold, modern design. Even though the category continues to show newly designed and sought after pieces, her exit leaves room for speculation about who will take Vuitton’s high jewelry ambitions into their next phase.

These changes are part of a broader LVMH leadership reshuffle. The group has been quietly — and not so quietly — refreshing its executive ranks across fashion, beauty, wines, and spirits. Pierre-Emmanuel Angeloglou, who previously played a major leadership role at Louis Vuitton, moved to become Deputy CEO of Christian Dior Couture in April. At the corporate level, longtime CFO Jean-Jacques Guiony transitioned to lead Moët Hennessy in February, with Cécile Cabanis stepping in as LVMH’s new Group CFO. Taken together, these shifts suggest several strategic priorities. First, talent rotation. By moving proven executives across maisons ensures that brand cultures cross-pollinate and best practices spread through the group. Second, succession planning. With the appointment of Frédéric Arnault and other next-generation leaders reflects Bernard Arnault’s meticulous approach to grooming family members for eventual top-tier roles. Third, market focus. Broad appointments like DiCicco’s in China make it clear that LVMH is doubling down on key geographies despite economic uncertainty.

For Louis Vuitton itself, these moves reinforce Beccari’s vision of expanding the brand’s cultural footprint. Under his leadership, Vuitton has not only doubled down on core categories like leather goods and ready-to-wear but also extended into beauty, hospitality, and sports partnerships. Their partnerships with Formula 1 and the Olympics are massive and will bring hundreds of millions of viewer exposure across all categories. Bringing Bertrand in as Deputy CEO strengthens the operational and creative muscle needed to execute sponsorships that large.

In luxury, brand momentum is everything. By shuffling seasoned leaders into new roles, Louis Vuitton and LVMH are ensuring that momentum won’t just continue, but it will accelerate it. For competitors, it’s a reminder that Vuitton is not just playing the game; it’s actively rearranging the pieces on the board to win it.

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