Invitations to a virtual journey through memorable episodes in the histories of Dior, Le Bon Marché and Chaumet
LVMH
·
© DR
The pause imposed by the lockdown is not without benefits. This can be a great time to look back at memorable episodes from the past, as Dior, Le Bon Marché and Chaumet are doing, pulling back the curtain on their rich heritage with innovative content on their social network channels.
Three years ago, Dior showcased some of its most stunning creations in a magnificent exhibition at the Musée des Arts Décoratifs in Paris. During this stay-at-home period the Maison is giving its social network followers a chance to discover or rediscover 70 years of history, from the revolutionary creations of Monsieur Christian Dior to the latest poetic pieces by Maria Grazia Chiuri, spanning the work of the different designers who have helmed the mythic couture house over the decades. The dream comes alive with elegant beauty and inimitable enchantment through iconic haute couture gowns, stunning archive photographs, sketches by Monsieur Dior, symbolic objects and an array of accessories.
The most memorable pieces from the exhibition are presented on the Dior Instagram account. Subscribers can also take a peek behind the scenes of the retrospective thanks to a video on the Dior YouTube channel to discover the secrets of its prestigious savoir-faire.
Le Bon Marché also invites followers to stroll through the history of the store with a series of videos released each week on its Instagram account. Presented by journalist Stéphane Bern, the chronological episodes recount the amazing story of Aristide and Marguerite Boucicaut, who literally revolutionized retailing in the second half of the 19th century. At a time when people could not even enter a store if they didn’t want to purchase something, and when prices were neither displayed nor fixed, the Boucicauts created the foundations of modern retail stores as we know them today. “Au Bon Marché” was the nexus of this transformation, growing into the world’s very first department store.
Don’t miss the first two episodes of the series and discover the excitement of Paris in the second half of the 19th century:
Maison Chaumet is taking advantage of the lockdown period to unveil the secrets behind its most iconic pieces in a series entitled #ChaumetatHome. Twelve of the most fabulous creations from the French high jeweler’s heritage are showcased on its social networks. Each embodies a chapter in Chaumet’s nearly two and a half centuries of history, from the first creation by founder Marie-Etienne Nitot – a precious gold and hand-painted souvenir box – to the modernity of contemporary pieces such as the Vertiges collection, “the diadem for the 21st century”. The series details the strong ties between the First French Empire and Chaumet: Empress Joséphine was the Maison’s first muse and a very prominent customer. For her first appearance as empress, Joséphine wore a tiara in the form of an ear of wheat, inspiring the celebrated wheat sheaf diadem created in 1811.
Two new pieces are presented each week in Chaumet Instagram stories and the Maison’s other social network sites.