Antoine Arnault stars in LVMH's Journées Particulières campaign

During the last editions of the Journées Particulières, which every two years sees the LVMH group open the doors of the exceptional ateliers of its luxury houses to the public, Antoine Arnault, eldest son of the CEO of the world's leading luxury goods company, made sure to highlight the event.

Due to the global pandemic, the public has not been able to visit the LVMH fashion houses since 2018. The grand return is scheduled for October 14, 15 and 16, 2022, with 57 participating brands and 95 sites mobilized. To draw attention to the expertise of the group's thousands of employees, the director of communications, instigator of the event since 2011, has decided to put himself in the spotlight.

In a short film promoting the event, Antoine Arnault sneaks into a Dior workshop to learn how to knit a scapular stitch from "Béatrice". This event is also an important issue for the group which, despite its school of excellence, is experiencing, like many luxury brands, hiring constraints in several skills. In France alone, around 20,000 positions need to be filled in the art and luxury trades.