Gen Z is turning the Louvre’s €88M jewel heist into a meme—and brands are playing along. While millions of Euros in jewels lost is serious to French officials, Gen Z is admiring the audacity of it all. After masked thieves stole “priceless” pieces in under seven minutes using an electric lift, TikTok is calling it a “lesson in confidence” and a “welcome change of pace” from typical online scams. It’s even exploded with Halloween costumes poking fun at the heist, with videos already reaching millions of views, and influencers declaring “heists are so back!” And fueled by Gen Z’s joking, brands have jumped in. German machinery company Böcker posted an ad with their ladder against the Louvre, saying it, “carries your treasures up to 400 kg at 42 m/min—as quiet as a whisper.” (NPR, Metro)
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