How French luxury group LVMH opens its world of art and culture to Chinese consumers
Owner of brands such as Louis Vuitton and Christian Dior to host public visits with Chinese-speaking guides to fashion maisons and workshops in October
This article was written by Lin Wang and originally published in Jing Daily
From its modest beginnings in the construction industry, Antoine Arnault’s father Bernard Arnault has built LVMH into the world’s largest luxury empire.
However, the French multinational luxury goods conglomerate that owns Louis Vuitton, Christian Dior and dozens of other prestigious brands can be perceived as a distant giant.
When I visit workshops, I am always touched by the genuine passion, vibrant energy and a strong sense of belonging and pride of our artisans. They are truly the soul of LVMH
As a representative of the group’s younger generation, Antoine – recently appointed to lead global communications for LVMH – feels responsible to change that dated perception.
During a recent interview with Jing Daily in Paris, he said: “When I visit workshops, I am always touched by the genuine passion, vibrant energy and a strong sense of belonging and pride of our artisans. They are truly the soul of LVMH.”
So why not open the doors of the maisons and let these “backstage heroes” share their stories?
In 2011, Antoine initiated Les Journées Particulières, a now-famous event that – for the first time – invited the public to step inside the design houses and interact with the artisans.
More than 100,000 visitors turned up over the two-day initiative.
“I was happy to see people who are not our usual customers,” he says. “Some students came very early in the morning and waited for three hours to get in.”
This year, the fourth edition of Les Journées Particulières will take place from October 12 to 14.