LVMH, the prestigious French luxury group, has joined forces with Fendi, the Italian Chamber of Fashion, and Confartigianato, an association for Italian craft companies, to establish the “Maestri d’Eccellenza” award. The primary objective of this esteemed prize is to bring attention to and honor the talents of Italian craftsmen and entrepreneurs in the fashion and crafts industries.
Craftsmen and entrepreneurs who have been actively involved in fashion and crafts for at least five years can participate in the competition. The competition includes three categories: the Master Craftsman of Excellence Award, the Master of Innovation of Excellence Award, and the Emerging Master Craftsman of Excellence Award. Candidates can submit their applications through the dedicated website until the deadline on May 14.
By the end of July, a panel of judges will select nine finalists, and the winners will be announced in Milan during the month of September. Each winner will receive a prize of €10,000 to invest in their business, as well as media exposure and mentoring sessions provided by experts from Fendi.
This initiative aims to achieve three key goals. Firstly, it aims to capture the attention of younger generations and draw them towards the wealth of Italian craftsmanship, with hopes of inspiring them to pursue careers in these traditional fields. Secondly, it seeks to promote the craftsmen and their expertise, giving them a platform to showcase their talent to a wider audience. Lastly, it aims to present Italian craftsmanship as modern, contemporary, and appealing to young individuals.
In 2021, LVMH launched a similar competition in France called the Prix des Artisanes in collaboration with Elle magazine. However, due to a substantial portion of LVMH’s production being sourced from Italy, the collaboration is leveraging the country’s exceptional entrepreneurial network and preserving the essence of the “made in Italy” concept across various industries, such as textiles, leather goods, and jewelry.
LVMH has a strong presence in Italy, investing around €100 million annually and employing 13,300 individuals, including 7,000 craftsmen, across its 31 sites and 258 boutiques in the country. Furthermore, indirectly, the company supports approximately 200,000 people through its network of 5,000 suppliers and subcontractors.
Nevertheless, the Italian craftsmanship industry encounters challenges due to a lack of new talent that is willing to pursue these professions. Many students undervalue the importance of technical training courses related to these fields and lack interest in pursuing careers in craftsmanship. This poses a concern for the luxury industry as it experiences an increasing demand for skilled craftsmen.
According to estimates from Confartigianato, the industry in Italy will face a shortage of 43,700 craftsmen by 2023. Similarly, the Italian Chamber of Fashion predicts a shortfall of 90,000 individuals within the next three years, given the need to replace retiring craftsmen and meet the requirements of the constantly evolving fashion industry.
To combat this issue, LVMH established the Institute of Excellence Professions in 2014, which offers training programs in collaboration with specialized schools. This institute currently operates in seven countries and provides 42 different training courses. Additionally, LVMH has launched projects like “Les Virtuoses” to nurture in-house talent and the “You and me” initiative, which functions as an orientation and recruitment fair for LVMH professions of excellence.
However, LVMH acknowledges that initiatives like the “Maestri d’Eccellenza” award are just small steps towards raising awareness about the significance and reality of these professions. The group encourages more students to pursue training in these areas and hopes that such initiatives will inspire young individuals to consider careers in craftsmanship.
Through the “Maestri d’Eccellenza” award, LVMH aims to celebrate Italian craftsmanship, preserve its rich traditions, and ensure its continuous relevance in the modern world. By acknowledging and rewarding the exceptional skills of craftsmen and entrepreneurs, the award seeks to inspire the next generation of Italian craftsmen and promote the beauty and creativity of Italian craftsmanship worldwide.
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LVMH Launches an Award to Celebrate the Skills and Talent of Italian Artisans
F is for… FENDI
