Jelly Roll is currently performing in Australia. He’s there for a series of shows as a part of his world tour, which hits up New Zealand next before returning to North America for a show in Mexico City. During his downtime, Jelly decided to do a little shopping in Sydney. One of his stops was at Louis Vuitton. In September, Jelly shared that as a result of his 200lb weight loss, he can fit into LV now and asked fans to “pray for his bank account.” Unfortunately, the trip didn’t go as planned. According to Jelly, store employees treated him and his crew like they were going to “come in and rob the place.” It does not look like Bunnie XO was with them.
“Hey man, the Louis Vuitton in Sydney legitimately just treated us like we were finna come in and rob that place,” said Jelly with a laugh, filming himself walking outside with the store visible in the background.
The “Save Me” singer continued, “I have never been looked at more like a crim— Listen, the last time I was looked at like a criminal this bad, I was an actual criminal this bad.”
A rep for Louis Vuitton did not immediately respond to PEOPLE’s request for comment.
As context, Jelly has been to jail about 40 times, mostly for drug charges, and was first arrested when he was 14. He was convicted of aggravated robbery at 16, for which he served a year in jail with seven years of probation. He’s actually only been allowed to get a passport within the past year or so. He’s been open about how his felony conviction has limited his options and works to give back to the community.
We don’t have all of the information, but based on Jelly’s Instagram Story, he was at Louis Vuitton Sydney Maison. I don’t know if he and his crew had made an appointment or if they just showed up as walk-ins, but I’m sorry this happened to them. It sucks to be stereotyped like that. I won’t defend the LV employees’ behavior, but I would have only recognized JR – especially skinny JR – because I’ve covered him on here before. That said, every customer deserves to be treated with respect. Regardless, LV Sydney Maison has been put on blast now. I wonder if Jelly will keep buying LV or take his fashion business elsewhere.
Jelly Roll calls out Louis Vuitton Sydney after they “treated him like a criminal” while shopping at their store
The store is currently being flooded with negative reviews pic.twitter.com/hQnoaPZXo7
— STAYGROUNDEAD TV (@staygroundeadtv) November 5, 2025
Photos credit: Stefano Costantino TTL/Avalon, imageSPACE/MediaPunch/INSTARimages
ugh it’s disingenuous to look like him, travel with his “crew” and be surprised a high end store would profile him and watch him like a hawk.
I was over here trying to figure out a nice way to say exactly that.
Making assumptions about people for how they look (I’m assuming it’s the tattoos because otherwise he dresses like any other rich young dude) is in fact discrimination. Hope that helps.
Yes. In this case, it’s also called “discernment”.
Unfortunately true. He is reformed and shouldn’t be sterotyped but he knows what he looks like come on
He should remove his tattoos.
🎯
To be fair (not that LV needs me to be fair), a lot of these luxury stores treat everyone poorly.
Pretty sure they didn’t make an appointment or the store would have closed for private shopping – they do it all the time for celebrities.
Walk through the shops at Bellagio in Vegas — asset protection at the doors of those shops are profiling every human being trying to get in. I’m not defending it, but I can absolutely see how it happened.
That sucks and definitely will probably not be a good round of PR for Louis Vuitton. Not going to defend them too hard because while he does have an interesting look, and has been convicted of a bunch of crimes he doesn’t really look that different from a lot of celebrities who are wealthy and famous. I mean Lil Wayne looks like that with the facial tattoos and everything and he’s been famous for 30 years. Even if he did look sketch to me I’ll be honest if I was security my first thought would have been is this some rapper? I don’t know if they need to be concerned with the snatching grabs the way that that sometimes is targeted in the US with these stores, but I would probably err on the side of is this some celebrity I don’t recognize then is this a criminal.
Not sure JR is a big enough star for them to even care. I’ve never even heard of the guy except for when he’s written about here.
The weird MAGA thing and Bunnie’s absolute ridiculousness platforming people who have no business being platformed make this whole thing irrelevant to me. He may give back to his community but he also does a lot to keep them down.
He said ‘crew’. How many people did he walk in the store with? In retail when several people walk into a store in a group, that’s a red flag. Experienced shoplifters come in like that and then overwhelm and distract the staff. Or it could have been his appearance. Which sucks, but he’s now a famous white guy with money. How often do those guys feel like the rest of us?
I think that’s an issue with a lot of these high luxury stores. They profile people. He’s not the first, I’ve read other (rich) people who have been stereotyped when they walk in Hermes, LV, Chanel etc just because they were dressed very casually. I think the ones that are way too dressed are the ones that don’t really have money.
My good man, you have gone to great pains – literally – to look like a gang member. Do not be surprised when people take you at your word.
Disappointed in some of the comments here. I’ve worked in retail. If profiling is a good idea, going after bored, privileged teenagers would be the route to go. But I do not think profiling is a good idea — for two reasons: one, sometimes salespeople are wrong, and the bad reviews and press are not worth it (that’s the strategic reason) and two, salespeople can quickly lean into economic/racial profiling (that’s the human decency reason).