“Increasingly, consumers want pictures over words,” Ian Rogers, chief digital officer of luxury conglomerate LVMH told The New York Times earlier this month. Rogers, who joined from Apple 18 months ago, has transformed the way the Parisian powerhouse approaches its digital strategy and in particular the way it navigates an ever expanding network of luxury e-commerce sites. And today a new online destination called 24 Sèvres, the brainchild of Rogers, has opened its virtual doors to shoppers worldwide.
Over 68 French and international brands are now available to buy at the click of a mouse – some of which were previously impossible to purchase online, such as Dior and Louis Vuitton. Alongside its strong aesthetic identity, 24 Sèvres taps into a desire for constant connectivity and conversation, with an iOS app through which customers can browse the store and engage in a screen-to-screen consultation with a Paris-based stylist. Additionally, a Style Bot will be launched on Facebook Messenger, providing a silicone valley skew on a shopping experience that is also very much at home in the city of lights. After all, the name of the site is taken from the Parisian street in which the famous LVMH department store Le Bon Marché is located, elegantly tying together the storied history of French ateliers and fashion houses and the new technologically motivated landscape we now navigate.
LVMH is also adding a cultural dimension to our web-based shopping experience through a series of products designed exclusively for 24 Sèvres by some of fashion and art’s most revered tastemakers. The capsule collection of collaboratively crafted items on offer provides a fresh perspective on the way e-commerce is delivering to consumers devoted to investing in fashion for now and for the future. Here, we pick a selection of our favourites.
1. Acne x DJ Chloé Velocite jacket
A signature piece from Acne is given a twist by DJ Chloé bearing the logo “Lumière Noire”. Merging fashion and nightlife, this is the perfect jacket to layer over a barely there dress before a evening out dancing. Just make sure you don’t lose your ticket for the cloakroom.
2. Carolina Ritzler x Marie-Agnès Gillot tail jumpsuit
Inspired by choreographer Marie-Agnès Gillot’s mantra of “each woman should be an orchestra conductor,” Parisian designer Carolina Ritzler has created a limited edition jumpsuit in black wool inspired by the tailcoat, incorporating both masculine and feminine style tropes.
3. Courrèges x Chloe Wise vinyl printed jacket
This Courrèges jacket, cut in an original shape from the 1970s, has been printed with contemporary artist Chloe Wise’s reproductions of famous paintings, illustrating the merging of art and fashion.
4. Forte Forte x Louise Tilleke velvet kimono coat
The Italian fashion house reinterprets the kimono in the form of a velvet coat illustrated with the work of multidiciplinary artist Louise Tilleke. And the best part? The lining is also filled with prints of Tilleke’s paintings. Attention to detail at its finest.
5. Kenzo x Hans Feurer printed cotton tshirt
Using an archival image taken by Hans Feurer of the iconic Iman from its 1983 collection, Kenzo has produced this limited edition T-shirt for 24 Sèvres. A hoodie has also been printed with the image, allowing you to wear a piece of fashion history all year round.
6. Marc Jacobs x Julie Verhoeven shrunken denim jacket
1980s punk meets classic American cool via this denim outerwear created by British artist Julie Verhoeven and Marc Jacobs. Verhoeven’s whimsical patches and badges meet with the designer’s initials embroidered on the back – a neat reference to the ubiquitous baseball jacket.
7. Loewe x M/M Paris hammock bag
M/M Paris has worked with Loewe to produce a hammock handbag, in a leather homage to the way the design agency, alongside J.W. Anderson, rebranded the house for an Instagram-savvy age. It is roomy, versatile and innovative, its sides decorated with drawings by Mathias Augustyniak himself. Only six have been made, so snap yours up quickly.
24Sèvres.com is open now.