open house(s) at LVMH
October 18, 2011 | By Shannon Kelly
Taking a note from the Hermes Hermès Artisans Festival of Crafts (a.k.a. the one brand LVMH desires most), luxury conglomerate LVMH opened up 25 of its brands to the public on Saturday and Sunday for Les Journées Particuliéres (The Special Days) — providing a glimpse into its exclusive workshops, design showrooms and wine cellars.
It was the first time in its history that LVMH has revealed the hundreds of hands and delicate workmanship behind its illustrious brands. Below is the preview video produced for the weekend event.
Couturiers like Christian Dior and Givenchy welcomed hundreds in Paris. Visitors were shown the high-ceilinged salon at Givenchy where the brand's famous clients like Hollywood stars Audrey Hepburn and Elizabeth Taylor would meet with the famous couturier, who retired in 1995. A grey-haired tailor at Dior, who has worked at the couturier for a decade, showed small groups the proper way to make a men's jacket, which takes about a week and requires 15 pieces of fabric.
"These are works of art," said Beatrice de Plinval of Parisian jewellers Chaumet, referring to the bejewelled headpieces the company has produced for the French aristocracy since 1780. Chaumet's sparkling creations can require between 500 to 1,500 hours of workmanship.
In Italy, Bulgari, Fendi and Pucci participated in the "Private Days" event, which also reached Spain, Scotland and Poland, according to Reuters.
The two-day event was not solely focused on the art of fashion. Top makers from Dom Perignon to Moet & Chandon opened their cellars in France's champagne and design buffs viewed the headquartered in some of Europe's most beautiful buildings.
We love the opportunity to create intimate connection between artist and consumer regardless of income level. The grand marble staircase at Dior, situated on Paris' exclusive Avenue Montaigne, was the site of the atelier's first fashion shows, where stars like Lauren Bacall and Marlene Dietrich would watch sinewy models pass by.
The rich history and culture represented by these brands offer a glimpse into people, places, and luxury goods before the likes of tabloid magazines.