On Sunday, October 19, thieves broke into the Louvre Museum in Paris. In broad daylight and in under eight minutes, they stole over roughly $100 million worth of royal jewelry from the Apollo Gallery. The jewelry was from the Napoleonic era, worn by numerous French queens and empresses. One piece was an emerald and diamond necklace given to Marie Louise as a wedding gift from her husband, Napoleon. An investigation is ongoing, with a goal to locate those responsible for taking these historic and precious artifacts. While French authorities are mourning the loss of the stolen jewelry and expressing their bewilderment, an entirely different reaction is circulating on the internet.
Shortly after the story of the heist broke online, people went directly to TikTok to comment on the inconceivable events. Many are sharing that the robbery seemed straight out of Hollywood because it occurred in Paris during the fall, a perfect setting for many movies. Social media users are romanticizing the heist by posting videos of the aesthetic, as if it were a movie. Many are anticipating a Netflix series or film based on this recent event. The music in the video clips, including “Getaway Car” and “The Louvre,” are adding to the lack of seriousness from the TikTok audience. Additionally, people are commenting that the heist was “chic” and “iconic.”
Social media users are not just making videos highlighting the heist’s aesthetic: they are also making satirical videos about the robbers and the guards. One couple on TikTok posted a video sharing that they found a niche Halloween costume for couples. Dressed in all black, neon orange construction worker vests and wearing crowns, the couple received over three million views. Other users are making “Get Ready With Me” videos, sarcastically imitating the way the thieves prepared for the robbery. People are also posting haul videos showing what they “picked up” at the Louvre. One haul video in particular got over two million likes and around 14 million views. Some of these satirical videos are also making fun of the security guards’ lack of awareness.
Additionally, some TikTok clips are displaying a desire for the thieves to get away with their crime. Comments on these videos include people sharing that they have respect for the thieves’ speed during the robbery. Social media users are also sharing that they are feeling a sense of FOMO (fear of missing out). Many are commenting that it would be “so fun” and “the best date night ever.”
The Louvre heist, in less than 48 hours, became an instant sensation and trend on TikTok. This has caused a desensitization in the historical importance of these pieces of jewelry. While these trends are unfolding on TikTok, Parisian officials are determined to find the thieves and locate the jewelry.