Opinion / Natalie Theodosi
Hidden luxuries
This week, LVMH hosted its fifth edition of Journées Particulières (“heritage days”) in which the luxury group offered the public a glimpse inside its storied ateliers around the world. Participants could tour the Tiffany & Co design studios in Manhattan, meet the tailors at Berluti’s Paris atelier or tread the terroir of the Champagne region where its Moët & Chandon, Krug and Veuve Clicquot brands are headquartered. A luxury indeed.
What stood out to me about the initiative wasn’t solely the access offered by LVMH to its oft-secretive brands but the degree of public interest in seeing how and where these coveted products are made. According to the group, the three-day event welcomed 200,000 visitors globally – double the attendance of the first edition in 2011.
So what does this show? First, members of the public, whether they are luxury buyers or not, seem to be moving away from consumption for its own sake or based purely on an appealing label and towards becoming interested in craft and how things are made. Second, the initiative demonstrates LVMH’s move away from spectacle or celebrity endorsements: gimmicks that some firms fall back upon to create a stir. The alternate focus was refreshingly intimate and gave visitors the time to discover the ateliers and artisans.
It’s a democratic approach that creates a more meaningful dialogue between companies and customers. By investing in the growth of heritage days alongside traditional runway shows, LVMH is showing that businesses of any scale can show a human side and stay relevant.
Knowing how and where things are made is vital and the Paris-based firm knows it. The fact that LVMH has just invested in two new Italian factories for the Roman brand Fendi also shows that making it in the luxury industry increasingly means manufacturing things closer to home.
Natalie Theodosi is Monocle’s fashion editor.