Diana Leon Band
Sep 15 2021
The LVMH Award has left its silent halls to make itself known to a wider audience. The public’s vote, presence on social networks … Driven by the digital acceleration generated by the pandemic, the contest for young fashion designers, launched in 2014 by the colossus of luxury, has had to adapt and reinvent itself this year by radically changing your communication. It is an opportunity for LVMH to promote itself more to young people.
For the first time since the inception of the LVMH Prize, the nine finalists were also selected this year by public vote, in addition to the 70 experts appointed to decide among the semi-finalists. While the semi-finalists were traditionally unveiled in March during Paris Fashion Week, for this edition of 2021 the organizers of the contest created a digital showroom accessible on the website lvmhprize.com from April 6 to 11.
It was possible to discover the collections of all the candidates and get to know them better through video presentations. More than 32,000 people voted for their favorite candidate. Their vote was kept secret, as was that of the expert members. LVMH has not wanted to give more details about this public contribution, nor about the weight of this vote in the selection of the finalists.
Another novelty was the use of social networks, especially at the awards ceremony on September 7, which crowned the adopted Albanian and London designer, Nensi Dojaka, while Colm Dillane, head of Kidsuper, Lukhanyo Mdingi and Rui Zhou, from the Rui brand, won the Karl Lagerfeld Award / Special Jury Mention.
The LVMH award has its eyes set on YouTube and Instagram. The first, the platform dedicated to videos, allowed him to broadcast on the network the solemn moment of the awards ceremony very shortly after the ceremony, while the photographic application served to give life to the contest, and in particular to the final, live, through a series of shots, videos and interviews carried out at the Louis Vuitton Foundation in the 16th arrondissement of Paris, which hosted the event.
It was an opportunity to discover the personalities who animated the day, such as 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 follow the finalists at various key moments, for example after their presentation to the jury or at the awards ceremony.
According to LVMH, “YouTube and Instagram have had more than 30,000 total views.” The Prize’s Instagram page has 168,000 followers. Through this targeted communication, the group is reinforcing a fresher image among the youth. It is no longer only the head of a luxury empire with some of the most established fashion houses, but also the defender and promoter of young creativity and the avant-garde.
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