Marrakech – Amidst the glitz and glamor of high fashion, French luxury brand Louis Vuitton is facing a firestorm of controversy.
As part of its highly anticipated spring-summer 2024 collection, Louis Vuitton unveiled an innocuous yet controversial addition; a simple white cotton jersey T-shirt.
However, placed upon the $820 T-shirt is what is at the heart of the controversy; a watermelon motif.
What appears to be a simple design has ignited a fierce debate between supporters of Palestinians and backers of Israel.
The watermelon, often revered as a symbol of resilience and defiance within Palestinian culture, has surged in significance, particularly on social media platforms.
The watermelon serves as a symbol within the public demonstrations and artistic expressions of Palestinians, embodying their resistance against the Israeli occupation of Palestinian territories.
The symbol emerged in 1967 when it was used in lieu of the flag by Palestinians when Israel banned the flags from public display, as it bears the same colors.
In recent months, its usage as an emoji has become a poignant gesture of solidarity with Palestine, resonating deeply with supporters of the cause.
Youth activists are increasingly using the watermelon emoji as a symbol in their calls for a ceasefire in Gaza.
However, Louis Vuitton’s decision to incorporate a watermelon-like motif into its T-shirt design has ignited accusations of exploitation and opportunism.
Several users across online platforms have bashed the esteemed fashion brand, alleging that it is leveraging pro-Palestinian sentiments for profit, thereby capitalizing on a movement grounded in profound political and humanitarian concerns.
Despite mounting criticism and calls for clarification, the renowned fashion house has refrained from issuing a public statement regarding the contentious motif adorning its spring-summer 2024 collection.
On X, formerly Twitter, supporters of Israel viewed the watermelon symbol as an endorsement of Hamas.
One user asserted, “The watermelon is linked to Hamas; the LV shirt unmistakably supports Hamas.”
The Persian Jewess, Iranian Jewish refugee, and peaceful activist, declared, “Louis Vuitton has launched two anti-#Israel T-shirts. The shirts retail at $700 and display a watermelon crossed with the LV logo. Because Jew Hate is the hottest new trend for the 2024 spring season.”
She suggested that this design choice reflects a disturbing trend of anti-Israel sentiment becoming a fashionable 2024 trend.
Louis Vuitton has previously faced allegations of incorporating symbols associated with Palestinian culture into its designs.
In 2021, the fashion brand encountered backlash over another particular design.
It was criticized for cultural appropriation due to the sale of a scarf resembling a keffiyeh, the traditional Arab headdress that holds significant cultural and political significance, particularly as a symbol of Palestinian nationalism.
Up until today, there is no record of Louis Vuitton taking a pro-Palestine stance.
There have been no official statements from the brand declaring any stance regarding this matter.
Louis Vuitton is listed on the Islamic Information website among the brands that are reportedly supporting Israel, prompting calls for Muslims to boycott the company.
