LVMH Focusing on Value of Japan’s Traditional Artisanship
Traditional Japanese artisan skills are attracting attention from overseas luxury brands. The conglomerate LVMH Moet Hennessy Louis Vuitton SE established LVMH Metiers d’Art in 2015 with the aim of utilizing traditional artisan skills and its only overseas branch is located in Japan.
LVMH, the renowned luxury conglomerate, is increasingly focusing on the value of Japan's traditional artisanship. In 2015, LVMH launched LVMH Metiers d’Art, an initiative aimed at utilizing traditional artisan skills, with its only overseas branch located in Japan. The conglomerate, which specializes in luxury brands such as Louis Vuitton and Tiffany, boasts 75 brands under its umbrella.
Emina Morioka, director of LVMH Metiers d’Art in Japan, recently discussed the country's strengths and challenges with The Yomiuri Shimbun. Japan's unique aesthetic sensibilities, traditions, and creativity have long inspired the luxury brand. Japan boasts numerous remarkable techniques found nowhere else, ranging from those used by living national treasures to the production of denim.
Japan's denim production techniques, which were developed during the 19th-century golden age of denim, are still in use in Japan but not in the United States. The country's leather industry, materials, precious metals processing, and textiles are also highly valued by LVMH. To strengthen its relationship with Japanese artisans and industries, LVMH established its only overseas branch in Japan in 2022.
Morioka expressed admiration for the artisans' skills and potential but noted that they often fail to identify business opportunities. This lack of a comparative perspective and objective viewpoint makes it difficult for them to identify unique selling points or competitive advantages. To address this, LVMH has held exhibitions showcasing Japanese materials, such as washi Japanese paper, which have generated significant interest and helped update perceptions of Japan.
LVMH has also collaborated with Hosoo Co., a Nishijin-ori textile weaving company, and denim manufacturer Kuroki Co. The conglomerate views these collaborations as more than mere partnerships, emphasizing the importance of maximizing their potential. Despite the growing demand for Japan's traditional industries, the sector faces challenges, including a declining workforce.
There are currently 244 items designated as Traditional Craft Products by the Economy, Trade, and Industry Ministry, with the number of practitioners declining to 48,000 in fiscal 2022.
Written by urgent.news from The Japan News by The Yomiuri Shimbun's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
