August 27, 2019 |
Being an emerging designer can be all fun and games – that’s until it comes to actually producing their creative ideas the fashion journos already coined as “iconic”. Without a real connection with production managers, factories and manufacturers, it’s near impossible to convert these incredible (but often abstract) thoughts into a feasible business. That’s why awards and funds like the LVMH Prize are so important, helping emerging names to swim a little bit easier, without drowning in the dept caused by high cost prices of low-quantity orders. Now taking the process of picking the winner a little bit further, the French luxury conglomerate are making sure all eight finalists in the run for this year’s prize are getting their moment to shine – and sell.
In collaboration with LVMH’s own e-tail platform 24S (previously 24 Sèvres), each of the eight designers now have their own mini virtual pop-up space. Anrealage, Bode, Hed Mayner, Phipps, Kenneth Ize, Thebe Magugu and London’s hopefuls Bethany Williams and Stefan Cooke are all here to prove their new and exciting ideas can also be desirable in a retail context. There are 51 pieces available in total, all curated by the 24S team headed by Maud Barrionuevo, the platform’s buying director. “It was important to us that the edit represent the very unique visual identities of each designer. The selection was ultimately a collaborative exercise between our teams and the designers.” she tells us.
Since 24S focuses on womenswear, it’s interesting to see how each of the individual design aesthetics have translated onto the format, regardless of the gender they target with their designs. “As part of the project, we explored unisex and gender-fluid style, by adapting menswear pieces for our female audience. The eight finalists are for the most part menswear designers, and the result of our collaboration with them is a truly unique edit,” says Barrionuevo. Whether it’s the Stefan Cooke diamond-shaped knits or Bode’s plastic tote bag embellished with doll’s clothes – there is something to be desired from everyone. But who will win? We can’t help but to cheer for the two Brits, but are also happy to admit each of the eight totally deserves to take away the €500k cheque. The winner (whose collection will also be available from 24S) will be revealed at an event in Paris on September 4th. Get your popcorns at the ready – it’s gonna be a good one.
The special edit of LVMH Prize finalists’ collections are available to shop on 24s.com now. The LVMH Prize 2019 finals will take place on September 4th in Paris. Photographs by Lou Escobar.
