The LVMH award adapts its communication to the social media age

Translated by

Felicia Enderes

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The LVMH Prize aims to reach a wider audience. Public voting, presence in social networks … Driven by digital change, which was accelerated by the pandemic, the competition for young fashion designers launched by the luxury giant in 2014 had to adapt and reinvent itself this year by changing its communication radically changed. It is an opportunity for LVMH to increase its brand awareness among young people.

The final of the LVMH Prize on your own Instagram account – Instagram

For the first time since the LVMH Prize was founded, this year the nine finalists were selected by a public vote in addition to the 70 experts who decided on the semi-finalists. While the semi-finalists were traditionally presented in March during Paris Fashion Week, the organizers of the competition set up a digital showroom for the 2021 edition, accessible from April 6-11 on the website.

It was possible to discover the collections of all candidates and get to know them better through video presentations. More than 32,000 people voted for their favorite candidate. Their vote, like that of the expert members, was kept secret. LVMH did not want to provide any details on this public contribution or on the weight of this vote in the selection of the finalists.

Another novelty was the use of social networks, especially at the award ceremony on September 7, at which the Albanian designer and London-by-choice Nensi Dojaka was awarded, while Colm Dillane from Kidsuper, Lukhanyo Mdingi and Rui Zhou from the Rui den Karl Lagerfeld label / Received a special prize from the jury.

The LVMH Prize was particularly popular on YouTube and Instagram. The video platform made it possible to broadcast the solemn moment of the award ceremony on the Internet shortly after the ceremony, while the photo app was used to show the competition, and in particular the final, through a series of recordings, videos and interviews at the Fondation Louis Vuitton in the 16th arrondissement of Paris, where the event took place.

In addition, it was an opportunity to discover the personalities who shaped this day, such as: B. the actress Isabelle Huppert or the members of the jury, including Delphine Arnault and the designers Virgil Abloh, Jonathan Anderson, Maria Grazia Chiuri, Marc Jacobs, Stella McCartney and Kim Jones. Or to accompany the finalists at various important moments, for example after their presentation to the jury or at the award ceremony.

According to LVMH, there were “a total of more than 30,000 views on YouTube and Instagram”. The award’s Instagram page has 168,000 followers. Through this targeted communication, the group wants to build a cooler image among young people. It is no longer just a luxury empire with some of the most established fashion houses, but also the supporter and promoter of young creative people.

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