“The problem is, recent generations…of youth have increasingly shied away from traditional handwork, opting instead for seemingly more contemporary sectors like engineering, and cooking.”
So what are they doing about it? Well they aren’t just putting more money into advertising the roles that are available – instead they are working to make ‘craft’ attractive to the next generation.
How? By giving them exposure to what happens inside houses like Fendi, Louis Vuitton, Dior, Moet etc through a program called ‘Journées Particulières’. This platform took place for its fourth year earlier in October in 76 sites on four continents (so no small effort). The role – convincing the next generation that craft is a career.
So what did Journées Particulières entail? It involves LVMH brands opening up their studios for prospective students (and those interested) to look and see what happens. That meant brand like Rimowa (luggage) in Cologne, Benefit Cosmetics in San Franscisco, Hennessy in Cognac..and even Cloudy Bay (New Zealand) + Cape Mentelle – opening their doors. It’s a beautiful idea because it helps build the brands they showcase as high quality but also works as a recruitment vehicle – making the job of artisan pivotal and important.