On November 5, 2024, LVMH Group, a global leader in luxury fashion and lifestyle (hereafter “LVMH Group”), participated in the China International Import Expo (CIIE) for the fifth consecutive year, marking the 60th anniversary of diplomatic relations between China and France.
LVMH Group’s 600-square-meter exhibition space showcased a curated selection of iconic pieces from 14 of its prestigious brands, reinforcing the Group’s long-standing commitment to the Chinese market.
Photo (Top): Marc-Antoine Jamet, LVMH Group Secretary General; Laurent Boillot, President and CEO of Hennessy; Jean-Christophe Babin, CEO of Bulgari; Karin Raguin, Senior Vice President of Human Resources for LVMH China; Michael Schriver, President of LVMH North Asia; and Andrew Wu, President of LVMH Greater China.
At the opening ceremony of the LVMH booth on November 5, Laurent Boillot, Jean-Christophe Babin, Andrew Wu, and Marc-Antoine Jamet engaged in a series of discussions highlighting the deep cultural ties between China and France. The topics included:
- 60 Years of Exchange and Collaboration
- Hennessy: Embracing Sustainable Legacy and Cultural Exchange: Hennessy engaged in a discussion on the enduring value of dedicated cultivation and a shared commitment to environmental preservation. During this session, Hennessy launched its significant 2023 Sustainability Report, revealing its proactive approach to addressing climate change. The report highlighted the brand’s continuous efforts in innovation and its achievements in implementing a more sustainable development model.
- Heritage and Innovation: The discussion explored how LVMH blends its mastery of craftsmanship with innovative demands in China, spotlighting the launch of LVMH’s Métiers d’Excellence in China.
- Bulgari: A Key LVMH Participant in China: Bulgari reflected on its growth journey within the Chinese market and honored its longstanding presence in the region. Looking ahead, the brand celebrated and paid tribute to the upcoming 2025 Year of the Snake in the Chinese lunar calendar.
- Fashion Drives China’s Transformation: The talks delved into how the luxury fashion industry propels high-end retail and opens positive horizons for the Chinese market.
Outside its primary booth, LVMH joined other distinguished French businesses at the Business France pavilion (Hall 5.2). Reinforcing its commitment to sustainability, LVMH partnered with Swire Properties to reduce energy usage across its stores, offices, and dining establishments in China, with an official signing ceremony scheduled for November 6. LVMH is committed to preserving the planet, ensuring consumer safety, guaranteeing material authenticity, and achieving excellence through a fusion of heritage and innovation.
Returning to CIIE for the fifth time, LVMH Group proudly displayed the achievements and craftsmanship of its 14 iconic brands, including BVLGARI, CELINE, CHAUMET, DIOR Fashion, FENDI, GUERLAIN, HENNESSY, LOEWE, LOUIS VUITTON, DIOR Beauty, RIMOWA, SEPHORA with CHA LING, and TIFFANY & Co. Attendees were invited on an extraordinary journey to immerse themselves in the allure of these brands, which also highlighted collaborations with renowned Chinese artisans and artists. This reflects LVMH’s three-decade commitment to China and its firm confidence in this largest global market.
Key displays include:
- BVLGARI — Under the theme “Encounter with Art,” Bulgari showcased a vibrant display of cultural and artistic exchange between East and West, demonstrating its enduring commitment to the arts and cultural brilliance.
- CHAUMET — Inspired by the Bee My Love series, Chaumet presented symbolically rich pieces, with designs inspired by nature, reflecting the brand’s botanical heritage.
- CELINE — Embracing its boutique architectural design concept, CELINE invited attendees to explore its unique world and appreciate the exceptional craftsmanship and allure of its products.
- DIOR — Showcasing a collection that encapsulates the brand’s spirit of excellence, Dior highlighted its deep ties with China through selected works, including sketches and haute couture pieces inspired by Chinese culture and traditional crafts. The display featured handbags from the “DIOR LADY ART #9” series created by Chinese artist Liang Yuanwei and a sculpture titled Flower Power #1 by Ai Jing, celebrating Dior’s enduring connection with China.
- FENDI — Fendi presented its iconic Selleria handcraft techniques, focusing on its signature Peekaboo and Baguette bags.
- GUERLAIN — Guerlain took visitors on a journey to experience the strength and nobility of the “Jiao” dragon, intertwined with the elegance and resilience of the bee.
- HENNESSY — Inviting audiences into an immersive sensory experience, Hennessy offered tastings of its distinctive cognac and showcased its cutting-edge designs. The centerpiece was a limited-edition “Reimagination” bottle celebrating the 2025 Year of the Snake.
- LOEWE — Loewe presented its unique leather craftsmanship, product innovation, and deep connections with Chinese culture, highlighting its Spring/Summer 2024 jade collection.
- LOUIS VUITTON — Featuring a collection of legendary hard cases and collaborative pieces with contemporary Chinese artists, Louis Vuitton’s display included silk scarves, Artycapucines bags, and LV Trainer sneakers reinterpreted by Chinese artists, paying tribute to a legacy with China that spans over a century.
- SEPHORA x CHA LING — Blending traditional Chinese tea culture with modern French beauty technology, Sephora and CHA LING offered an immersive “Tea Forest Joy” skincare experience.
- RIMOWA — Emphasizing craftsmanship and innovation, Rimowa introduced the new Original Bag inspired by its iconic grooved design, crafted from aluminum-magnesium alloy to symbolize a lifetime of durability and commitment to the Chinese market.
- TIFFANY & Co. — Tiffany showcased classic works by legendary designer Jean Schlumberger, including the iconic Bird on a Rock brooch and botanical designs, reflecting the artist’s extraordinary creativity and Tiffany’s meticulous craftsmanship.
LVMH emphasized that this initiative highlights the deep and longstanding bond between the Group and China, along with its expansive vision for the future. “The relationship between LVMH and China is longstanding. As one of the first global luxury groups to invest and develop extensively in the Chinese market, our journey began in 1859 when Hennessy first exported cognac to China, marking the beginning of a profound connection. In 1992, Louis Vuitton opened its first boutique at the Peninsula Hotel in Beijing, followed by Dior’s first boutique in Shanghai’s Plaza 66. In 2007, Fendi hosted a fashion show atop the Great Wall,” the press release noted.
With support from policies promoting openness and favorable trade, LVMH brands have identified the vast potential of the Chinese market, swiftly expanding their presence in the country. LVMH has engaged deeply in China through benchmark events and curated exhibitions across commercial, cultural, and sustainability fields. Its initiatives include promoting ecological conservation, particularly protecting rare orchid species in Yunnan; hosting pioneering global premieres; establishing the esteemed Ao Yun winery; launching an Asia R&D center for LVMH Beauty in Shanghai; and opening Hennessy’s first flagship retail store in Asia.
Today, LVMH operates over 1,800 stores in China and employs more than 21,000 staff, all trained to high standards in the luxury industry and ready to provide exceptional service to customers nationwide. “LVMH and its brands hope to leverage this seventh China International Import Expo as an outstanding opportunity to deepen ties with China and elevate strategic cooperation in the realms of business and culture to new heights.”
More on-site photos:
| Source: Official Press Release
| Image Credit: Official
| Editor: LeZhi
