Trunk-maker Anouk shares her pride as being part of a long line of craftsmen making Louis Vuitton's iconic Courrier Lozine 110 trunk. Image: Louis Vuitton
What makes a product from an LVMH brand so desirable and long-lasting?
Is this due to the manufacturing secrets preciously guarded within its houses, sometimes for centuries? Or the talent of a single creative visionary capable of inventing or reinventing everything each season? Or to the person who makes it or sells it?
Going behind the scenes, the French conglomerate has debuted ‘The Story Behind ME series,’ broadcast exclusively on its social networks that lifts the veil on savoir-faire, mystique and, most importantly, the people making the products.
Each short film comprises three stories “that form a single one, we discover the face, the intelligence, the keen eye, the hands, the sensibility of women and men who pass on from one generation to the next, from one métier to another, the passion for beauty, for timeless quality, for various skills so patiently acquired and optimized so much so they become an art,” per LVMH.
Each talent is the custodian of one of the 280 Métiers d’Excellence within LVMH.
The faces behind Louis Vuitton's iconic Courrier Lozine 110 trunk share their expertise and enthusiasm for the product, from design to craftsmanship to retail and storytelling. Image: LVMH
“Whether it is creation, craftsmanship or customer experience, they all maintain a permanent dialogue that ensures that our products are not just products, that our products have a soul,” the company said in a statement. “Some of these Métiers d’Excellence have a centuries-old tradition, and they all write their future with the passion that drives their daily work.”
In the first episode, we meet Lucia Silvestri, Bulgari creative director; Massimo di Valentini, director of the prototyping and fine jewelry workshop; and Sergio Scudellari, sales manager.
Each unveils a facet of the Serpenti Necklace, the iconic piece of Bulgari, a Roman jeweler known for its statement jewelry.
In the second episode, Marco de Vincenzo, leather product designer; Alessia Facchin, assembly and finishing manager; and Xia Jie, sales consultant, open the doors to Fendi.
Viewers can discover how each person’s expertise and avant-garde creativity redefine the iconic Peekaboo handbag.
In the third episode, wetake a look behind the scenes of Spanish brand Loewe with Jonathan Anderson, artistic director; Maite Infantes, modelist; and Kashiyama San, client associate.
The trio work together daily to shape the future of the maison by reinterpreting the design of the emblematic Amazona bag.
In the fourth episode, discover the world of Guerlain and the Rose Chérie perfume from the emblematic “L’Art & La Matière” collection with Thierry Wasser, master perfumer; Didy Duchesne, dame de table; and Afaf Benabder-Rahman, team manager at the Guerlain store on the Champs-Elysées in Paris.
The trio reveal the emotion and refinement that gives life to unique fragrances thanks to know-how that has been preserved and passed on through generations.
In the fifth episode, discover the iconic Classic Cabin Silver suitcase from Rimowa with Guillaume Gadenne, senior product designer; Nadine Schmekel, assembly line coordinator; and Ivan Mao, Canada country manager.
In the sixth episode of the series, we discover the world of Belmond with an immersion in the heart of the Hotel Cipriani in Venice and on board the Venice-Simplon Orient Express train alongside Melita Tosi, breakfast supervisor; Noe Serret, cabin steward; and Xavier Ligerot, sous-chef.
In the seventh episode, we discover one of the oldest pasticcerias in Italy. With a heritage that goes back 200 years, Cova honors the tradition of Italian pastry crafting, especially with its famous panettone, presented by the executive pastry chef Eduardo Gadda, joined by Liliana Zappa, product development, and Giovanni de Vecchis, store manager at the Milan store.
The eighth episode in the series reveals the secrets behind the design and crafting of Louis Vuitton’s iconic Courrier Lozine 110 trunk.
We hear from Sigrid, a senior leather goods designer; Anouk, a trunk-maker; Gabriele, a senior customer advisor; and Laurent, a letter painter. They explain how an ongoing dialogue bridging different métiers enables the impossible to become a reality.
In the ninth episode Loro Piana, renowned for its fine raw materials, shares the expertise and technique behind Cocooning, a collection that melds tradition and innovation.
Join Barbara Giurisato, women’s knitwear prototype and sample manager; Mariolina Costantin, linking teacher; and Andrea Rizzo, sales associate, on a journey from the Piedmont valley to Via Monte Napoleone in Milan for an inside look at the manufacturing secrets of this maison that embodies the term, ‘quiet luxury.’
In the 10th episode, we go behind the scenes at one of the world’s most famous spirits brands. Founded two centuries ago, Hennessy has the largest reserves of cognac eaux-de-vie in the world.
Join Loïc Pavie, Manuel Rodrigues and Maxime Touzeau — distiller, calligrapher and tasting guide, respectively — as we discover some of the métiers around the creation of the Hennessy X.O cognac.
The 11th episode takes us behind the scenes for an inside look at TAG Heuer’s iconic Carrera watch. This timepiece from the Swiss watchmaker continues to evolve over time while retaining its unique spirit of endurance and performance.
Arnaud Biju-Duval, Laurane Surmont and Benjamin Testa — watch designer, watchmaker and store manager, respectively – share insights on how this icon combines precision and artisanal excellence, embodying the maison’s preserved know-how.
In Episode 12, Ruinart takes us on a tour to discover the know-how and technique behind the Dom Ruinart Champagne. Throughout this journey, we meet Louise Bryden, oenologist; Aziz Krime, winegrower; and Morgan Delcampe, hospitality ambassador whose creative passion and expertise contributed to bringing to life the product.
In the 13th episode, Cheval Blanc takes us on a journey to discover the know-how and technique behind Cheval Blanc Paris’ service ethic.
Throughout this exceptional journey, we meet Charlotte Puissant; directrice des appartements; Anais Brieuc, concierge; and Florian Quenot, butler, whose passion and expertise are key for the guest experience.