At the annual World Economic Forum held in the alpine town of Davos, Switzerland, on January 21, 2024, French President Emmanuel Macron drew unexpected attention beyond his geopolitical commentary by sporting striking dark, reflective aviator sunglasses.
Macron delivered a notable speech criticizing U.S. President Donald Trump’s position on Greenland while wearing the sunglasses indoors, a choice that quickly became the subject of widespread discussion and memes on social media platforms. The French leader’s eyewear prompted both acclaim and criticism, with some social media users applauding his resemblance to the iconic ’Top Gun’ look popularized by Tom Cruise’s 1986 film, while others viewed the accessory as overly ostentatious or questioned it as a sign of health concerns.
In response to inquiries about the sunglasses, the French president's office clarified that the glasses were worn indoors due to a medical condition — specifically, to shield his eyes following a burst blood vessel. This explanation did not quell the online enthusiasm, which included a meme titled “Duel in Davos,” depicting Macron and Trump in stylized ’Top Gun’ military-style flight suits, with Macron appearing diminutive yet sporting oversized aviators.
Social media commentary frequently referenced the classic film, with tweets warning Trump of Macron’s arrival and others questioning the sobriety of Macron’s eyewear choice. The banter extended to Trump himself, who mocked Macron’s glasses during his own address at Davos the following day, and to Macron’s allies, such as European Affairs Minister Benjamin Haddad, who humorously posted a 'Soyboy vs Yes Chad' meme framed around the aviator theme and French nationalism.
The aviator sunglasses in question were identified by Italian eyewear company iVision Tech, owner of the Henry Jullien brand, as their Pacific S 01 model. Retailing at approximately 659 euros ($770), the company disclosed it had sent the sunglasses to Macron as a gift; however, Macron insisted on purchasing them and confirmed they were manufactured in France.
Following the unexpected spotlight on the eyewear, iVision Tech’s stock, traded in Milan, surged nearly 6 percent on the Wednesday trading session. Stefano Fulchir, the company’s CEO, expressed surprise at the rapid surge in demand and website traffic, which was so intense it caused their site to crash due to overwhelming calls and orders.
While the event marked a moment of levity amid discussions of international relations, it also demonstrated the influence of political figures on consumer markets, particularly in fashion and luxury goods.