24 Sèvres – LVMH officially launches Multi-Brand Fashion site

LVMH has launched 24 Sevres, a luxury e-commerce website, early this June under Ian Rogers (chief digital officer) as an extension of the exclusive Parisian department store offering over 150 high end fashion labels – Le Bon Marche. 24 Sevres takes their name from the elite location of the store on the 7th arrondissement in Paris.



24 Sevres puts brands like Fendi, Balenciaga and Gucci that are rivals, alongside each other in one unique space. They will be shipping from France to over 75 countries globally. This website is their approach to digitalize the luxury market’s offering.

Although, e-commerce and the online shopping scene is rapidly growing, 24 Sevres will have a competitive advantage as their focus is mainly on luxury womenswear and 68 of their brands will contribute exclusive products specially for the launch in creation of a unique capsule collection with one-off pieces.

Amid the one-offs are a new ballerina from Roger Vivier’s collaboration with Inès de La Fressage, a graphic and explicit take on the the Loewe ‘Hammock’ bag with hand-drawn work by Mathias Augustyniak and Michael Amzalag.



The imagery and the landing page on their website is beyond unusual, quirky and eye-catching.

“Incorporating features like video chats with Parisian stylists, the new site represents a careful selection from a broad range of luxury brands”, Rogers said.

Say hello to 24 Sevres…



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