He has begun emphasizing the amount of taxes he pays, and the hundreds of thousands of people he employs. Or rather, all he really needed was a somewhat self-deprecating three-page open letter titled “thank you” that the LVMH press office posted on X. And the effect of that was to transform Arnault, almost overnight, from an empire-minded automaton into a relatable human being. By revealing an ability to laugh at himself in a somewhat snarky, made-for-the-internet way, rather than simply go on the formal attack, Arnault let his feelings show. The post How to Change Your Image as a Heartless Luxury Titan Overnight appeared first on New York Times.