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The Armani Auction Begins

The late designer stipulated in his will that his namesake must be sold off, and named three preferred buyers: EssilorLuxottica, L’Oréal, and obviously LVMH. Which makes the most sense, and could a stalking-horse bid emerge?

Giorgio Armani
Some wonder if Armani, a venerated and global brand name, would be too much for the Arnaults to pass up, caveats be damned. Photo: Andreas Solaro/AFP/Getty Images
Lauren Sherman
September 15, 2025

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About a month ago, I started hearing murmurs that Pietro Beccari, the uber-successful Louis Vuitton C.E.O. who had previously led record-breaking eras at Dior, was getting itchy. I was told by multiple sources within LVMH that he wanted more out of life than to simply manage the conglomerate’s most lucrative business—he coveted something to call his own. Or, some speculated, he simply wanted to move back to Italy, with fantastical designs on Giorgio Armani.