LVMH and Parsons Collaborate for the Preservation of Craftsmanship

The recent project undertaken by LVMH in liaison with Parsons The New School for Design – The Art of Craftsmanship Revisited: New York — where 120 Parsons students and 23 craftsmen were paired up to be creative together, has left no doubt that the luxury conglomerate is dedicated to keeping the spirit, the skills and the honor associated with being a craftsman alive in today’s highly tech-savvy world. As the exhibit (displaying the fashion and the films created by participants) held in Nolan Park, Governors Island, New York, drew to a close recently (June 27th), we look back on a collaboration so unique and quite unlike anything seen before.

The Art of Craftsmanship brought together groups of students and 23 craftsmen (and women) as diverse as a calligrapher, a letterpress printer, a fine wood preservation artist who treats and repairs the finest of wood sculptures and furniture (these three lead the top three winning teams), a neon lighting artist, a bookbinder, a stained glass restorer, a ceramicist, a glassblower, a silversmith, a papermaker, a photo framer and a leather tanner, to name a few. A full list along with bios can be found here. All participants – particularly the students – had to understand what pure craftsmanship is, the painstaking, detailed art of working by hand to create something from scratch. Or, as the Webster dictionary describes craftsmanship: the ability with which one creates or performs with skill or dexterity especially in the manual arts.

The idea behind this project, as Renaud Dutreil, LVMH Moet Hennessey Louis Vuitton (the North American arm) Chairman puts it, was to teach young designers and creative persons how to preserve the importance of craftsmanship and not to stray away from it completely, considering today’s “web generation”. The inspiration for this concept, of course, was drawn from the fact that Mr. Louis Vuitton, founder of the legendary maison, was himself an artisan who worked with his hands. Dutreil says, “In artisanry, like in luxury, it takes skill, talent and hours of precise and passionate work to create every product. It is important that the next generation of design talent understands their responsibility in ensuring that the traditions and heritage of craftsmanship survive.”

Each group of students and their respective craftsman worked together, understanding each others’ inspirations and craft, creating an ensemble and a short film that was inspired by LVMH as well as by the craftsman’s skills. All ensembles were displayed on the runway during New York Fashion Week during February 2010 at Milk Studios as part of MAC and Milk Fashion Week (the downtown twin of the Bryant Park tents) which also featured designers such as Proenza Schouler, Alexander Wang, Vena Cava, Peter Som, Band of Outsiders, Preen, Erin Fetherston and Gareth Pugh.

All ensemble-film combinations were entered into a contest judged by a panel which included: Renaud Dutreil, Chairman of LVMH in North America; Joel Towers, Dean of Parsons The New School for Design; David McFadden, Chief Curator of the Museum of Arts and Design; Prabal Gurung, Fashion Designer and 2010 CFDA Award Nominee; David Turnley, Pulitzer Prize-winning photographer and filmmaker; and Fabiola Beracasa, Fashion Consultant.

The exhibit was open to the public on Saturdays and Sundays between June 5th and June 27th at the historic homes in Nolan Park, Governors Island. Guests were able to view Ralph Pucci mannequins bearing the ensembles alongside a showcase of the accompanying films, as well as displays focused on the artisanry, craftsmanship and heritage behind a few LVMH brands such as Fendi, Loewe, Berluti (featured below), Dior, Fresh, Guerlain (featured below), Acqua di Parma, Hublot, Zenith and TAG Heuer. In addition, works by all 23 participating craftsmen was also displayed.

On June 22nd, a discussion panel focusing on public perceptions of quality, sustainability, and value in America was held. Panel members included Simon Collins, Dean of Parsons; Lev Glazman, Founder of Fresh cosmetics and skin care; Holly Hotchner, Director of the Museum of Arts and Design; Ulrich Wohn, President & CEO of LVMH Watches & Jewelry as well as of TAG Heuer North America; and Kate Burns Ottavino, Director of Preservation at the New Jersey Institute of Technology.

The LVMH conglomerate is known for its dedication to the arts and crafts at large. Similar to investing in today’s artistic youth via the the aforementioned collaboration with Parsons, they also released the Savoir-Faire campaign recently for the Louis Vuitton brand, focusing on the handiwork involved in crafting their coveted handbags, RTW and accessories. It is such handiwork, skill and craftsmanship after all (aside from the fine materials used) that make a luxury product a cut above the rest.

Although “The Art of Craftsmanship Revisited” has closed the doors to its New York edition, you can visit the website here to view more details.