“Timeless”: LVMH Maisons retrace stories of iconic products and matchless savoir-faire

LVMH

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Have you ever wondered how an icon is born?

As a turbulent period prods us to challenge our lifestyles and unsettles our relationship with time, LVMH proposes an insightful look at the notion of timelessness through a celebration of icons from our Maisons. These unique creations have over decades and sometimes centuries achieved the seemingly impossible balance between past, present and future.

“Timeless”, a new series of animated and illustrated videos now available on the LVMH Instagram account, examines the origins of iconic products and the ancestral know-how behind them. The videos recount how these icons have evolved and why they continue to delight and amaze today with their contemporary relevance.

 

In this new IGTV series, LVMH shines a light with help from an illustrator on the mythic origins of creations and craft techniques from its Maisons that have transcended eras, trends and fashions, taking root in our collective imagination to become cultural beacons.

The stories in each episode express the values of excellence, creativity, innovation and entrepreneurial spirit that LVMH and all its Maisons share. They also echo their longstanding commitment to preserving and passing on a heritage of unique savoir-faire.

The episodes in the “Timeless” series playfully unfold to present a symbol, product or technique and invite viewers to guess the subject by gradually revealing clues. A collage of illustrations, photos, text, music and animation, the series is a poetic experience where colors have a taste, memories have a sent, and words have a melody.

The series fittingly debuts with five episodes this summer, an interlude when time seems to stand still. The first episode pays tribute to the serpent symbol that has inspired the iconic Serpenti creations of Maison Bvlgari. Revisited in myriad shapes and colors, the snake has been the Roman jeweler’s symbol for more than a century. But how and why did it become such a powerful source of inspiration for Bvlgari?

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🎙Sound on! Wherever you are, experience a special getaway with the Group and its Maisons. We’re now taking you on a special trip back to the origins of the Serpent emblem in the creations of @Bulgari with the first episode of our Timeless series. Since its creation in the 1940s, Serpenti has become Bvlgari’s most seminal motif, evolving and reemerging in designs ever after. From its first iteration to its current reimagining, Serpenti has drawn attention to the Roman’s Jeweler incomparable creativity and savoir-faire. But why choose the Serpent as a symbol and source of inspiration? Learn more with Timeless about the mythical story behind this iconic emblem 🐍 #Serpenti #Bvlgari #Timeless #LVMH

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In the second episode, LVMH invites its community of followers into the exquisitely scented world of Maison Guerlain to discover the story of the “Flacons aux Abeilles”, the celebrated “Bee Bottles” whose creation harks back to the reign of Napoleon III. The bee was the Imperial emblem and inspired the design of the first bottle of Eau de Cologne Impériale, which the Emperor gave to his wife, Empress Eugénie to celebrate their marriage in 1853. To find out why the bee continues to provide an infinite source of inspiration for Guerlain, don’t miss the new episode in the Timeless video series!

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Wherever you are, experience a special getaway with the Group and its Maisons. We’re now taking you on a special trip back to the origins of the iconic « Flacon aux Abeilles » by @guerlain with the second episode of our Timeless series. In 1853, founder Pierre-François-Pascal Guerlain created Eau de Cologne Impériale for Empress Eugénie to celebrate her marriage to Napoleon III. For this creation, he commissioned glassmakers Pochet & de Courval to make a bottle engraved with his majesty’s coat of arms. The imperial bee landed on this bottle and would never leave, the iconic « Flacon aux Abeilles » was born and has ever since been adorned by Guerlain « Dames de Table » artisans. But why does the Bee remain such a major source of inspiration? Learn more with Timeless about the story behind this iconic emblem 🐝 Illustration : @victoriadessine #Guerlain #Timeless #LVMH

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You probably would never have imagined that the founders of RIMOWA first came up with the idea of using aluminum to craft their iconic luggage after a fire!  And yet that’s exactly what happened. In the third episode of its video series Timeless, LVMH recounts the story of a disaster that sparked a flash of  sheer genius…

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Wherever you are, experience a special getaway with the Group and its Maisons. We’re now taking you on a special trip back to the origins of the iconic RIMOWA aluminium suitcase, with the third episode of our Timeless series. In 1898, a small family-run business opened its doors in Cologne, Germany, and started selling its very first cases crafted in hardwearing wood, with an emphasis on lightweight construction and superior stability. Appreciated by all, these luggages travelled the world by dirigibles, railways and transatlantic cruisers. One night in the family factory, a fire destroyed everything except one material: aluminium. Facing the damages of the incident, the founder’s son had a revolutionary idea. In 1937, he introduced the first ever aluminium suitcase. Lightweight, robust, functional and design, the aluminium suitcase became the luggage of choice for adventurers, photographers and business travelers. Ever since, @rimowa has been looking for ways to make travel better, because expert travellers need expert travel solutions. But how did the aluminium remain such a major source of inspiration? Learn more with Timeless about the story behind this iconic material. Illustration : @victoriadessine #LVMH #RIMOWA #Timeless

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Don’t wait to find out, and discover other compelling stories and myths from LVMH Maisons in our new series, “Timeless”.