Luc Poirier and his wife Isabelle Gauvin are used to making people talk.
Whether they are criticized for their extravagant lifestyle or for their participation in the Vie$ de rêve series, the couple remains at the heart of conversations in Quebec.
But this time, Poirier hit hard by responding to detractors who accuse his wife of “flashing” their wealth.
His response? Dress up as Santa Claus and distribute gifts… while driving your Ferrari.
Since the broadcast of Vie$ de rêve began on Crave, Isabelle Gauvin has become an easy target for critics.
Fire your grocery store in a Ferrari? A luxury that many see as a provocation.
Some even criticize Luc Poirier for having changed: previously discreet about his fortune, he is now influenced by his wife, adopting a more “nouveau riche who brags about his money” attitude.
In a Quebec where humility in the face of wealth is valued, these choices do not go unnoticed.
“Before, Poirier was a down-to-earth guy, close to people. Now it looks like he wants to taunt us with his money,” could we read on social networks.
True to his style, Luc Poirier chose to respond to these criticisms with biting irony. Disguised as Santa Claus, he got behind the wheel of one of his many Ferraris to answer that he will do what he wants with his life…and so will his wife.
This spectacular display quickly made the rounds on social media. While some welcomed his initiative, others saw it as a roundabout way of putting things back on track.
For her part, Isabelle Gauvin does not apologize for her lifestyle. In a recent interview, she defended her choice to participate in Vie$ de rêve, explaining that she wanted to break the taboos around money.
“Yes, I do my grocery shopping in a Ferrari. But I work hard, and I don’t see why I should hide it,” she said.
For Isabelle, luxury is a consequence of their success, but not an end in itself.
She also insists that their family remains attached to simple values:
“We have Ferraris, but we involve our children in volunteer activities. They know that nothing falls from the sky. »
Luc and Isabelle are not the type to apologize for their success. On the contrary, they claim their right to live as they wish, even if it displeases some.
For Poirier, these criticisms are a reflection of a broader unease in Quebec regarding wealth.
Here, if you succeed, you are criticized. If you fail, you are criticized too. So you might as well succeed and enjoy it. This is what Poirier and his wife would tell us.
Despite the criticism, the couple continues to be involved in social causes. Luc Poirier is known for his commitment to the Christian Vachon Foundation and for his participation in charitable events such as the Grand Tour d'écoles.
But this generosity is often overshadowed by their taste for luxury. During her appearance in Vie$ de rêve, Isabelle Gauvin declared that she wanted to show “that beyond Ferraris, there is a real life, with values and responsibilities. »
A statement that struggles to convince their detractors.
By dressing up as Santa Claus in his Ferrari, Luc Poirier wanted to turn a criticism into an opportunity. But this initiative, as sloppy as it could be, still divides opinion.
For many, it only reinforces the image of a man disconnected from the realities of the middle class.
Luc Poirier and Isabelle Gauvin have become essential figures of modern Quebec, a mixture of assumed luxury, provocation and philanthropy.
Love them or hate them, their ability to elicit strong reactions is undeniable.
With his Ferrari transformed into Santa's sleigh, Poirier sent a clear message: he will not change to please his detractors.
And in a Quebec where success is often judged, this attitude, both provocative and assumed, will continue to cause a lot of ink to flow.
Luc Poirier is not only talked about for his extravagant lifestyle shared with his wife Isabelle Gauvin, but also for his impactful declarations which continue to shake Quebec.
Once seen as a potential hero to bring the Nordiques back to Quebec, Poirier is now the one saying that dream is “dead and buried.”
And he does not hesitate to drive the point home by pointing the finger at Pierre Karl Péladeau, the media mogul who made this project a personal mission.
In a recent interview, Luc Poirier openly declared that Péladeau was not the right person to bring an NHL team to Quebec.
For what ?
“PKP being PKP, it’s not easy to do business with him,” he said bluntly.
According to Poirier, Péladeau's bad character and authoritarian methods complicated any attempt at collaboration.
He goes even further by affirming that Péladeau's inability to surround himself with solid partners is one of the main reasons why the Nordiques will never come back.
“It’s not just about money. It's about leadership and vision, and unfortunately PKP doesn't tick all the boxes,” he added during his appearance on Radio X.
As a reminder, Luc Poirier almost bought the Arizona Coyotes in 2017 to relocate them to Quebec. At the time, he had managed to raise an offer of 380 million US dollars, supported by a bank and a Quebec billionaire. M
But resistance from the NHL and Gary Bettman put an end to this ambitious project.
Today, with the skyrocketing value of NHL franchises – often estimated at more than $1 billion – and internal tensions surrounding Péladeau, Poirier is adamant the Nordiques will never return.
While Luc Poirier multiplies his declarations, Isabelle Gauvin, his wife, remains a key figure in this dynamic. Despite the criticism that rains down on their relationship, she continues to fully embrace their lifestyle.
In the show Vie$ de rêve, Isabelle shared an overview of their luxurious daily life, while promoting the values of simplicity and family involvement.
“People think we live in a bubble of luxury, but our real wealth is our family,” she confided.
But Isabelle is not just a spectator. She is also the one who encourages Luc to pursue his dreams and take on new challenges, even if some, like the return of the Nordiques, have failed.
Together, Luc Poirier and Isabelle Gauvin embody a modern and controversial version of the Quebec dream: to succeed brilliantly, to live without complexes, but in the process attract a wave of criticism.
For some, they are a source of inspiration. For others, they symbolize a disconnection with the reality of the majority of Quebecers.
As Luc Poirier increasingly asserts himself as a committed businessman and ruthless critic, it seems clear that he will not compromise to please.
Whether by denouncing Pierre Karl Péladeau or by defying social norms on wealth, Poirier is charting his own course – in a Ferrari, of course.
Luc Poirier is perhaps the one who declared the death of the Nordiques dream, but he is also the one who continues to shake up discussions in Quebec.
With his sharp criticism of Péladeau, he shattered any hope of seeing a hockey team return to Quebec.
Meanwhile, Isabelle Gauvin, true to her image, reminds us that their true wealth goes beyond material goods.
But let's be honest: for a couple who claim to favor simplicity, their collection of Ferraris parked in front of the grocery store remains a shining symbol of their difference.
And perhaps that is their greatest success: remaining themselves, no matter what others say.
The Nordics will never come back? Whatever. The Poirier-Gauvins move forward without looking back.
