Luxury fashion house Louis Vuitton has come under criticism after unveiling an elaborate artificial beach installation for its Men's Spring-Summer 2027 runway show in Paris, even as France battles one of the most severe heatwaves in its recorded history.

The show, staged during Paris Men's Fashion Week and designed by creative director Pharrell Williams, featured real sand, artificial waves and a seaside-themed set inspired by surf culture. The event took place as more than half of France remained under red heat alerts, with temperatures expected to reach 44°C in some regions.

The heatwave has disrupted daily life across the country. Authorities have restricted visiting hours at landmarks including the Eiffel Tower and the Louvre Museum, closed schools in several departments, imposed water restrictions and limited outdoor activities. The government has also reported at least 40 drowning deaths in a week, many involving young people seeking relief from the heat.

The controversy erupted after images of the runway circulated online, with social media users questioning the timing of the installation amid water shortages and extreme weather conditions.

Louis Vuitton defended the production, saying the water used in the installation came from a closed-loop system designed to minimise wastage and that the sand would be repurposed for public volleyball courts in Paris after the event. The company also cited its broader environmental commitments under its Regeneration 2030 sustainability programme.

The backlash has reignited debate over corporate responsibility and displays of luxury during climate emergencies, as scientists warn that human-driven climate change is increasing the frequency and intensity of extreme heat events across Europe.