Sep 15, 2021
The LVMH Prize has exited its hushed, unique milieu to achieve visibility with a bigger viewers. This yr, the rising designer competitors, first staged by the posh large in 2014, featured a public vote and an in depth social media presence, having been prompted by the pandemic-driven digital increase to adapt and reinvent itself, radically altering the best way it communicates. This gave LVMH the chance to make its presence felt by younger folks to a higher diploma than prior to now, an strategy FashionNetwork.com has taken an in-depth take a look at.
This yr, and for the primary time for the reason that LVMH Prize was created, its 9 finalists have been chosen additionally by a public vote, along with the deliberations of the 70 consultants chosen to whittle down the competitors’s longlist. Often, the shortlisted candidates have been revealed in March throughout Paris Fashion Week, however for the competitors’s 2021 version the organisers as an alternative arrange a digital showroom, accessible on lvmhprize.com from April 6 to 11.
The showroom made it doable to view all of the candidates’ collections, and to change into higher acquainted with the designers by video displays. Over 32,000 folks voted for his or her favorite nominees by a secret poll, as was that of the consultants’ jury. LVMH didn’t present particulars concerning the public vote, nor about its affect on the finalists’ choice.
One other novelty was the competitors’s social media presence, notably on the day of the award ceremony on September 7, which topped as winner London-based Albanian designer Nensi Dojaka, whereas the Karl Lagerfeld Prize/Particular Jury Point out was shared between three designers, Colm Dillane of Kidsuper, Lukhanyo Mdingi and Rui Zhou of Rui.
Certainly, the 2021 LVMH Prize had an in depth on-line presence, on YouTube and Instagram. The previous was used to broadcast, proper after the ceremony itself, the formal award presentation, whereas Instagram was used all through the competitors, and the ultimate particularly, as a stay window on the proceedings, by a number of posts, pics, movies and interviews from the Louis Vuitton Basis, the house to the occasion within the coronary heart of Paris.
It was the possibility to glimpse the celebrities that added glitz to the ceremony, like actress Isabelle Huppert, and the jury members, amongst them Delphine Arnault and designers Virgil Abloh, Jonathan Anderson, Maria Grazia Chiuri, Marc Jacobs, Stella McCartney and Kim Jones. Additionally, to comply with the finalists throughout the occasion’s key moments, for instance after they have been launched to the jury, or on the precise prize-giving.
In line with LVMH, “YouTube and Instagram collectively generated over 30,000 views,” whereas the prize’s Instagram account had 168,000 followers. By means of focused communication like this, LVMH is bolstering its picture as a directional group, particularly with younger folks, coming throughout not simply as a luxurious empire incorporating a number of the world’s main labels, but in addition as a supporter and champion of rising designers and avant-garde fashion.
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