LVMH highlights historical ties, green initiatives in China

As this year marks the 60th anniversary of China-France diplomatic relations, French luxury giant LVMH stands at the forefront of cultural exchange and economic collaboration.

With a diverse portfolio of prestigious brands, LVMH epitomizes luxury while connecting the rich traditions of French craftsmanship to the rising appetite for luxury goods in China.

"Between our two countries, we do not calculate in days or weeks. We count in decades," said Marc-Antoine Jamet, general secretary of LVMH. "With a long-standing history in China, dating back to our first Louis Vuitton store opening in Beijing in 1992, LVMH has shown its deep commitment to the country."

Founded in 1987, LVMH has transformed into a luxury industry powerhouse, encompassing more than 75 brands in fashion, cosmetics, and wines and spirits. Its success is driven by a strategic blend of heritage and innovation, allowing the group to navigate evolving market landscapes.

China, as one of the largest luxury markets globally, has been instrumental in LVMH's growth. "We recognize how China has, for several years, facilitated access for foreign companies, creating an economic environment that is open and conducive to the growth of commercial partnerships. LVMH is eager to deepen its relationships with valued local partners and clients," said Jamet.

Hennessy, established in 1765, serves as the prestigious cognac leader, a symbol of elegance and quality. Over the decades, Hennessy has not only solidified its status as a premier cognac brand but acted as a cultural ambassador, bridging French heritage with Chinese customs.

In October 2023, Hennessy unveiled its first flagship store in Shanghai. The store boasts both Hennessy's heritage and Chinese tastes, offering interactive experiences such as tasting workshops and personalized bottle services that enhance the exchange of French and Chinese joie de vivre.

"Maison Hennessy and China's unwavering relationship is grounded in 165 years of shared history," said Laurent Boillot, CEO of Hennessy. "We have always supported local cultural initiatives with Chinese creatives and artisans, reflecting our commitment to fostering cultural dialogue and innovation," he added.

"This year marks LVMH's fifth participation in the China International Import Expo, and we are honored to showcase the excellence and savoir faire of 14 of our prestigious Maisons," Jamet said at the group's booth.

At the CIIE 2024, visitors can immerse themselves in the unique universes of LVMH brands, discovering what makes them iconic. Many luxury brands emphasize their connection to Chinese culture by presenting pieces that reflect this.

Louis Vuitton, one of the first brands to enter the Chinese market, is highlighting its historical ties with a curated selection of classic trunks, silk scarves, Artycapucines bags, and LV trainers designed in collaboration with Chinese artists. This collection underscores over a century of shared heritage and mutual inspiration between the Maison and China, showcasing a partnership that enriches both sides.

In celebration of the 60th anniversary of Sino-French diplomatic ties, Hennessy is presenting a unique experience featuring tastings of its iconic cognacs and the unveiling of the "Reimagination "collection, a limited-edition series crafted for the 2025 Chinese New Year. This collection honors the snake as a symbol of renewal and showcases vibrant designs inspired by traditional Chinese brocade.

As Boillot noted, China offers a remarkable ecosystem of inspiration and partnerships in areas such as the arts, digital innovation, and traditional crafts.

"Through these initiatives, we not only honor tradition but also position Hennessy as a brand that respects and engages with China's rich artistic heritage," said Boillot.

Sustainability is a cornerstone of LVMH's philosophy. "LVMH is dedicated to enhancing this relationship by focusing on innovation, craftsmanship, and sustainability to meet the expectations of Chinese consumers who value design, creativity, and quality," said Jamet, emphasizing the brand's commitment to the market.

Hennessy has integrated sustainable practices throughout its production process, which includes responsibly sourcing grapes to minimize its carbon footprint. The brand plans to showcase these initiatives during this year's CIIE, reinforcing its commitment to responsible luxury.

On the opening day of the CIIE, Hennessy hosted a pivotal sustainability panel that emphasized the significance of environmental stewardship and reaffirmed the brand's commitment to protecting the planet.

During the session, the Hennessy 2023 Sustainable Development Report was unveiled, showcasing key initiatives such as the Forest Destination program, which has planted 2 million trees in China. These efforts underscore Hennessy's ongoing dedication to sustainability and its commitment to fostering cross-cultural collaboration.

"By supporting sustainable practices and creativity, we're not only keeping pace with local trends but actively contributing to them," Boillot added.

malinmiao@chinadaily.com.cn