LVMH Maisons tap into the evocative powers of the arts, inviting social network communities on virtual journeys

Fashion & Leather Goods


While it might be impossible to physically travel, the desire for discovery is more restless than ever. LVMH Maisons are satisfying this urge by inviting their social network communities on virtual voyages with the arts. Through photography, music, plastic arts and more, RIMOWA, Marc Jacobs and Ruinart invite their followers to explore parallel universes and singular visions of the world where reality makes room for dreams…


Although the lockdown is keeping everyone safely at home, it’s still possible to escape thanks to the power of imagination and the evocative power of memory. Art awakens the imagination with invitations to expand horizons and explore unknown realms. Like a window to elsewhere, art is a siren call to break away from the quotidian.

By sharing photographs, RIMOWA encourages its community to transcend restrictions on movement with dreams and sharing. The Maison invites its followers to use their Instagram accounts to share photos taken during a trip that truly mattered to them using the hashtag #TripsChangeUs. Selected photos are then reposted on the RIMOWA Instagram account. Photos thus morph into memories, dreams and bonds between people.

RIMOWA CEO Alexandre Arnault kicked off the movement by sharing a photo of his first safari in South Africa, a transformational experience that left an indelible mark on him. Kim Jones, Dior Men’s Creative Director, also took part by sharing a photo of Lake Turkana in Kenya “a pool of green algae where huge Nile crocodiles congregate”.

Maison Ruinart proposes another invitation to journeys while staying at home by delving into the archives of its artistic collaborations each week. The Champagne house has long enjoyed close relationships with numerous artists, inviting them to revisit its unique heritage. The artists express their distinctive vision of emblematic Ruinart spaces and historical objects, completely reinventing them to propose totally novel perspectives.

Discover or rediscover the distinctive worlds of artists such as Liu Bolin and Erwin Olaf, who were given carte blanche for the Ruinart creations in 2018 and 2016. Liu Bolin appropriated the Maison’s vineyards and cellars, creating amazing camouflage works, while Erwin Olaf focused his lens on Ruinart’s majestic chalk cellars, where its precious flacons of champagne age. The artist’s black and white photos celebrate the rich history of Ruinart’s emblematic cellars.

View this post on Instagram

#ArtAtHome Even in these difficult times, we remain trustful that art can bring us closer and keep us connected across time and place. • Maison Ruinart is travelling back in time and sharing its art partnership with @studioerwinolaf from 2016. • The talented photographer has a very cinematographic approach to photography. He created 26 images about the extraordinary story of the Ruinart Crayères. These manmade chalk cellars date back centuries and are still the place where all Ruinart champagne is aged today. • #RuinartArtists #ArtAtHome #RuinartAtHome #CarteBlanche #StayAtHome #ArtKeepsGoing #Ruinart #champagne #art #igart #creative #creativity #arty #artsoninstagram #artwork #artist ENJOY RUINART RESPONSIBLY

A post shared by Ruinart Champagne (@ruinart) on

Marc Jacobs is also brightening up the lockdown with the arts. The Maison invites its community to tune in the good with enriching content and connections with friends of the brand. Monday Mixtapes is a shared Spotify playlist curated with friends of the brand such as Sofia Coppola or Katie Eleanor Grand.

And each Wednesday, Marc Jacobs Instagram Stories hosts a live drawing session with an artist-illustrator and invites the community to follow their inspiration and Draw Together. Then on Friday it’s time for Bookmarc Presents,  conversations with fashion personalities about books they love. Kaia Gerber recently discussed one of her favorite books, Françoise Sagan’s novel Bonjour Tristesse, with author Stephanie LaCava.