Louis Vuitton 2011 Annual Report Download - page 37

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LVMH 2011
Fashion & Leather Goods
35 / 68
FOCUS
Fendi: Fatto a Mano for the Future
Through an artistic initiative called “Fatto a Mano for the
Future,” Fendi travels the world to celebrate its tradition and the
know-how of its craftsmen. The Maison invites contemporary
artists and designers to come and work with its craftsmen to
design works using scraps of raw materials. Customers have thus
been able to discover and admire the brand’s know-how through
these works, which are displayed in stores. This initiative illus-
trates the close links between Fendi and the art world.
Loewe: Masters of Leather
In September 2011, Loewe released “Masters of Leather,” a lim-
ited edition book which pays tribute to the trades and know-how
of the Maison craftsmen, who select and work with the world’s
best skins and leathers. Passed down from generation to genera-
tion, this outstanding know-how combined with high-quality
standards can be found at all stages of the creation of a Loewe
product.
Illustrations from the book were featured in window displays at
Loewe stores worldwide, as well as in three major exhibitions in
Loewe’s boutiques in Gran Vía, Madrid; Isetan, Tokyo; and
Landmark, Hong Kong.