LVMH to showcase 55 fashion houses in autumn, 19 in Italy

Les Journées Particulières back, to include new Fendi factory

04 July, 15:16

    (ANSAmed) - FLORENCE, JULY 4 - Guided visits, demonstrations, conferences and interactive routes will be offered through about 55 fashion houses and businesses including hotels that belong to the luxury group LVMH and which are normally closed to the public.

    This is the focus of the project Les Journees Particulières, which will be back in the autumn in its fifth edition from Oct.

    14 to 16 and which will involve fashion houses owned by the group in 15 countries including 19 in Italy across seven different regions.

    Among the new entries for visits are the Belmond hotels in Venice, Florence, and Taormina, shoe production facilities for Christian Dior in Fossò in the Veneto region, the new Fendi factory in Tuscany, Fendi shoe production in Porto San Giorgio in the Marche region, and the Conceria Masoni of Santa Croce in the Tuscany region.

    In Milan in Italy's northern region of Lombardy, taking part will be the Pasticceria Cova, the Acqua di Parma boutique and the headquarters of Loro Piana, which will host some of the craftsman of the fashion house.

    In other parts of the world the new entries will instead be the Tiffany design studio in New York and two wine cellars in France's Provence region: Chateau Galoupet and Chateau d'Esclans.

    The idea is to open the doors of places that are normally closed to the public and showcase the mastery of craftsmen: watchmakers, dressmakers, shoemakers, jewellers, chefs, and others.

    The events will be free of charge but reservations are necessary. In 2018, they drew 180,000 visitors.

    This year, LVMH image and environment director Antoine Arnault, who came up with the idea, took part in a video inviting the public to discover what happens behind closed doors at the fashion houses.

    Shot inside the Dior atelier, the video was directed by Antoine de Bary.


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