LVMH has just announced the fourth instalment of Les Journées Particulières. An event in which organisations from the luxury group open house to the public in the spirit of engagement and shared process. LVMH started the journey back in 2011 to roaring success, following suit in 2013 and 2016. Now dates are confirmed for October of next year with commitments from Dior already locked-in via a separate announcement from the couture house. Time to book your flights as 2018 is set to be BIG.
Garnering 177,193 likes in a 16-hour period, Dior’s Instagram announced the decision to continue their involvement with the project stating this:
“We are happy to announce that the house of Dior is taking part in Les Journées Particulières LVMH in 2018. Save the date from the 12th to 14th October 2018 to discover the extraordinary world of our métieres and savoir-faire!”
In 2016 Dior’s walk-through was one of the main drawcards for the showcase. The maison performed ten workshops alongside a display of miniature gowns in addition to the houses signature couture, which was positioned throughout the maison.
Other vendors from the LVMH group to partake in previous years have included Bvlgari, Fendi, Givenchy, Nicholas Kirkwood, Emilio Pucci, Louis Vuitton, Tag Heuer and Berluti to name a few. It’s a rare opportunity for outsiders and students to see the inner workings of an atelier, to meet designers and artisans directly and be educated in the hidden arts of the trade.
It’s not only for fashion lovers, LVMH is a network diverse as it is exclusive. With the last instalment taking place in over 50 locations across Europe from cellar doors to couture, patrons will unlock the history of their city and form new audiences for the houses which are in some cases centuries old. In 2016 LVMH talked about the importance of connecting the houses to the public through innovation and education:
“Sharing and transmitting expertise to new generations resonates with excellence and innovation, preparing the future of Houses dedicated to perpetuating the singular art de vivre they embody”.
The good news is this access is not just a one off event held at random. LVMH’s commitment to the future of heritage is backed up with a long term plan for education. Founding the Institut des Métiers d’Excellence (IME) in 2014, the institute essentially offers masterclasses put on by the houses of LVMH. The institute functions under the approval of de la Chambre Syndicale and its associated school, whom are world leaders in the preservation of couture and its practices. Dior’s masterclasses link apprentices directly to a mentor, sort of an A-reserve pool of future artisans that the house could potentially employ and more importantly ensures that the signature techniques of the house are not forgotten.
There is an associated magic around ateliers, great works are created there under great minds. Secrets and mysteries are seemingly held behind beautifully cloaked windows and architraves and we only see the final products in their glory on the catwalk or in pole position of a shop window. The mystery is the drawcard for luxury, but by offering tidbits along the way it acts to draw us further in, we feel for a moment a part of that magic. Curiosity wants us to look behind the curtain and by LVMH drawing it for us, they are securing the devotion and respect for the houses under its banner. Long live couture and champagne for that matter!
If you could unlock the door to any designer in the world and at any time – who would they be and why? We’d love to hear your thoughts below!
