They had wine, helicopters, and a posh Courchevel party. Russia was outraged

January 29, 2026

TL;DR

Rendez-Vous, a mid-market shoe chain, held a lavish corporate party in Courchevel, France, to celebrate its anniversary.
The party was criticized for being funded by Russian customers and for its disconnect with the brand's mass-market positioning.
Celebrities and influencers attended the event, which was compared to a scandalous 'naked party'.
Customers expressed anger online, threatening boycotts and accusing the brand of arrogance and an identity crisis.
The author argues that the brand is torn between appearing elite and serving its mass consumer base.
The company's silence in response to the backlash was seen as further proof of arrogance.
The article suggests the company should focus on rewarding its actual customers.
The hotel hosting the Courchevel store reportedly burned down shortly after the event.

Continue reading
the original article