The LVMH Prize, an esteemed designer competition organized by luxury giant LVMH, recently underwent a significant transformation in its communication strategies to adapt to the digital age and the rise of social media. Recognizing the impact of the pandemic on the fashion industry and the shift towards online engagement, LVMH made the decision to reinvent itself and gain visibility among a larger and younger audience.
In an unprecedented move, the LVMH Prize introduced a public vote as part of the selection process for this year’s finalists. Alongside the input of the 70 experts, the nine finalists were chosen through a democratic public vote, reflecting a commitment to inclusivity and engagement with a wider audience. This innovative approach aimed to make the competition more accessible and relevant to young people.
Typically, the shortlisted candidates would be announced during Paris Fashion Week in March. However, due to the pandemic, the organizers adapted by creating a digital showroom on the official LVMH Prize website, which was accessible from April 6th to 11th. This virtual showroom allowed viewers to explore the collections of all the candidates and get to know the designers through video presentations. Notably, over 32,000 people actively participated in the public vote, expressing their preferences through a secret ballot.
To further enhance its online presence, the LVMH Prize embraced popular social media platforms such as YouTube and Instagram. On the day of the award ceremony, which took place on September 7th, the formal award presentation was broadcasted on YouTube shortly after the ceremony concluded. Simultaneously, the official Instagram account of the LVMH Prize provided a live window into the event, sharing multiple posts, pictures, videos, and interviews from the Louis Vuitton Foundation, the venue of the ceremony in Paris.
This digital transformation allowed the audience to catch a glimpse of the notable attendees at the event, including actress Isabelle Huppert, as well as the influential jury members, which included figures such as Delphine Arnault, Virgil Abloh, Jonathan Anderson, Maria Grazia Chiuri, Marc Jacobs, Stella McCartney, and Kim Jones. In addition, the public had the opportunity to follow the journey of the finalists throughout the event, from their introduction to the jury to the prize-giving ceremony.
The combination of YouTube and Instagram proved to be a resounding success, generating over 30,000 views, as reported by LVMH. Furthermore, the official Instagram account of the LVMH Prize gained a significant increase of 168,000 followers, demonstrating the heightened engagement and interest from an expanded and diverse audience.
By adapting its communication strategies to align with the age of social media, LVMH not only reinforces its image as a leading luxury conglomerate but also positions itself as a passionate supporter and champion of emerging designers and avant-garde style. This shift in approach enables LVMH to connect with young people, exemplifying the company’s dedication to the future of fashion and the cultivation of new talents within the industry.
Useful links:
– LVMH Prize Official Website
– LVMH Prize Instagram Account
