How has the LVMH Prize become one of the leading fashion competitions

How has the LVMH Prize become one of the leading fashion competitions?

Since its inception in 2022, the LVMH Prize has supported and provided personalized assistance to young

designers under 40, giving them the opportunity to obtain a grant and support in the development of their

brand. A few days before the announcement of the winners for the 2022 edition, journalist Adam Wray explains

how the LVMH prize has become one of the most important fashion competitions. How the LVMH prize became one of the most important fashion competitions 1

When a biopic on Karl Lagerfeld is finally made, its story will look back at one of the first great moments

of his life, in 1954 – the year that marked the beginning of his incredible career in fashion. Then just

21 years old, Karl Lagerfeld was awarded a prize by the International Wool Secretariat for his outstanding

coat designs. That same year, a teenager named Yves Saint Laurent won the award in the dress category. Lagerfeld

then became the assistant of Pierre Balmain – who was a member of the jury – while Saint Laurent joined

the house of Dior. The rest is history.

The competition, now known as the Woolmark Prize, remains an essential springboard for young designers.

Numerous similar competitions have emerged, from the ANDAM Fashion Award in Paris to the CFDA/Vogue Fashion

Fund in New York. In 2022, the LVMH Award, a competition sponsored by the eponymous luxury conglomerate,

was added to the list. Open to all candidates under the age of 40 who have produced a minimum of two collections,

the competition rewards the winner with a check for 300,000 euros, a year of mentoring from LVMH and its

network. It also offers the second place designer a special prize of 150,000 euros with the same mentoring

opportunities as the winner. Thanks to the reputation of the sponsoring company, and the renown of its jurors

Рincluding Nicolas Ghesqui̬re of Louis Vuitton, and Karl Lagerfeld himself Рthe LVMH Prize has quickly

established itself as one of the most prestigious (if not the most prestigious) competitions dedicated to

young fashion designers from around the world. This year, more than 3,000 designers representing 102 nationalities


Photo credit: Getty Images How the LVMH Prize has established itself as one of the leading fashion competitions 4

“Our brand really took off after winning the special award,” says Tina Sutradhar, who is part of the duo

behind Mumbai-based women’s fashion brand Miuniku. Tina and her sister Nikita received the Special Prize

in 2022 – an award that had an immediate impact on their fledgling brand. While the influx of funds allowed

them to rent a studio, produce more clothes, and hold runway shows, the two sisters consider the mentorship

they received equally important. “Everything was so new, we had tons of questions about how to proceed and

what to do next. “The Sutradhar sisters are grateful to Sophie Brocart, general manager of the Nicholas

Kirkwood brand, part of the LVMH group, for the advice and support she provided well beyond the year promised

by LVMH. She continues to visit us and our collections every season,” says Tina. We still have a lot to

learn, but we couldn’t have asked for a better start. ”

Photo credit: Abasi Rosborough

How the LVMH award has established itself as one of the leading fashion competitions 3

The exposure that LVMH award nominees receive can also have a significant impact. Tina points out that even

semi-finalists have the opportunity to present their work to the jury and therefore benefit from the resulting

media coverage. Greg Rosborough, one of the designers of Abasi Rosborough, a menswear brand based in New York,

agrees. The brand was shortlisted for this year’s award, and although it didn’t make it to the final round,

Rosborough considers the experience invaluable. Being nominated was a strong validation of our work, our process,

and our story,” he says. We had in-depth design discussions with Linda Loppa, Cathy Horyn, Tim Blanks and

Nicolas Ghesquière, who analyzed our work and provided valuable advice, points of comparison and food for

thought. “The benefits have also been concrete: since his appointment, the brand has seen a slight increase

in press, and some growth in its online business. “With other competitions, once they’re over, there’s not

much to look forward to afterwards,” says Rosborough. But with the LVMH competition and all the brands in

the group, the networking and opportunities are mind-blowing. It’s an incredible support that helps propel

young designers on a global scale. It’s also a very smart way for a company like LVMH to meet the best emerging

talent in the world every year. ”

Photo credit: Getty Images momorelouds1987 How the LVMH Prize established itself as one of the leading fashion competitions 2

The recognition of the LVMH Prize, however, is not the assured promise of a steady business. Even winning the prize is no guarantee: Thomas

Tait and Hood by Air, winners in 2022, are now no longer making collections. “It’s not a long-term platform,”

says Ana Andjelic, luxury branding expert at Havas LuxHub. “The award follows the same model as gas pedal

programs found in the tech industry, but the mentors are from the traditional fashion industry, . “Ultimately, the responsibility lies with the designers themselves. Steven Kolb, executive director of

the CFDA sums it up this way: “Their business decisions are their own, regardless of the advice and support

they receive. ”

When the winners of the 2022 edition of the LVMH Award are announced next Friday, two more young designers

will be offered an exceptional opportunity – an award that will be presented by Karl Lagerfeld, among others,

more than 60 years after he met his mentor, Pierre Balmain. There may never be another designer of Karl’s

caliber, but someone has to take over the reins of Chanel someday – and who knows, maybe he’s already found

his successor thanks to the LVMH award. Photo credit: Getty Images

  1. ^1.lighgrilacta1979. lighgrilacta1979