LVMH Group launched its new luxury e-commerce platform @24Sevres in Paris on Tuesday morning, both online and in the corporation?s famed department store Le Bon Marché.
The e-store features 70 products, all limited edition; blending a mix of top level fashion brands like Miu Miu, Chloé and avant-garde stars like Rick Owens; populists like Acne and Kenzo, with some 10 brands from within the LVMH stable.
Nearly all are based on iconic products from each fashion house, though customized in collaboration with a fine artist. Courrèges developed an emblematic Space Age jacket in vinyl done in images of half-eaten apples and old roses, courtesy of artist Chloé Wise. Rabih Kayroux teamed up with Lamia Ziadé for 10 exclusive coats, embroidered with mysterious lovers kissing. ?It?s a Parisian idea of fashion.  The idea is to make each brand work in a creative dimension. That they re-twist iconic products working with artists,? says @24Sevres managing director Eric Goguet. The site will grow the number of brands to 150, occasionally staging other installations in Bon Marché. LVMH?s two mega brands Louis Vuttion and Dior are not yet present.
Not all looks were worked on by artists: Miu Miu?s Lady bag was revamped as a mini bijou with crystals and ornamentation; while Fendi?s modern classic Peekaboo bag was re-imagined with Plexiglas geometric motifs. Chloé produced not one but three bags in green and red stripes.
The new site also features hipster new brands such as Gauchère...