19M by chanel

An iconic place for timeless crafts, a paradise for haute couture

Something incredible has just happened in the fashion world : Chanel has not finished to seduce us, and we wanted to share our emotions with you.

August 19, 1983, date of birth of the modist.

19th arrondissement of Paris.

The name 19 M was an evidence for this extraordinary world that is the “Métiers d’art”. Maintaining this French art that is the craftsmanship is the project that Chanel, one of the most well-known fashion houses, has launched.

Timelessness, an almost symbolic word for this house, has made it possible to bring together in one and only place 6 Métiers d’art : Maison Michel (hatter), Goosens (goldsmith), Lemarié (plumber and florist), Lesage (embroiderer), Montex (embroiderer specialized in crochet embroidery Lunéville), Lognon (folder)and Massaro (bootmaker). They are the small houses (600 craftsmen) protected by Chanel, which will have the chance to be reunited in 25 500 square meters.

The building, which extends over five floors and two basements, was designed by architect Rudy Ricciotti, pioneer and concrete ambassador, creator of the MuCEM in Marseille, the department of Islamic Art at the Louvre Museum and the Jean-Bouin Stadium in Paris.

We had the opportunity to talk to Mr Pavlovsky, president of Chanel's fashion business, who told us : “ When we started working with these houses in the years 1985-1990, they were scattered all over Paris. These workshops have become too small. In order for them to continue to develop and attract new talents, it was necessary to give new impetus to history”.

The message is clear, maintaining their patronage and savoir faire has become more than a mission. Beyond the fact that this announcement is good news for fashion, this strategy allows Chanel to bring together its assets in a single location for a significant competitive advantage over the large groups leading the luxury world. Each house will have access to a collaborative workspace that will facilitate the creation of the latest Haute Couture pieces.

What a great rise for these losing trades with this perfect example of the Lemarié house, which was founded during the Belle Epoque, when the fashion was for bird hats. From a departure in a simple workshop, and then becoming the most famous plumage house in Paris.

- Max

Pictures source : Shutterstock.com