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CONNECTED REALMS: Lanvin is marking its 125th anniversary by using new technologies to showcase its rich past: The French fashion house plans to unveil rare archive images and exclusive content on its Web site and Facebook, Pinterest and Instagram pages.
From early February, lanvin.com will host a new section titled Lanvin History, featuring previously unseen photographs, archive video footage and original gouaches by founder Jeanne Lanvin.
The Facebook page, facebook.com/lanvinofficial, kicked off the festivities on Jan. 1 — Jeanne Lanvin’s birthday — and will post updates every Thursday showing the important dates in the house’s history.
Lanvin’s 225,000 fans on Instagram (@lanvinofficial) can also check in every Thursday for images of objects found in Jeanne Lanvin’s office at the house’s historic headquarters at 22 Rue du Faubourg Saint-Honoré in Paris. The room has been preserved and contains archival material like embroidery books, magazines, travel journals and more.
Pinterest will showcase boards of images or videos illustrating the DNA, codes and themes of the Lanvin brand universe on pinterest.com/lanvinofficial. The first five boards will be dedicated to Jeanne Lanvin, her daughter Marguerite Marie Blanche, Lanvin hats, the logo of the brand and its signature color blue.
To mark the occasion, the house’s original logo representing Jeanne and Marguerite Lanvin has been updated with the number 125.
The strategy is new for Lanvin, which in recent years has focused most of its communications efforts on the brand’s reinvention under artistic director Alber Elbaz. This reflects strong interest in the house’s history among customers in younger markets like China, Russia and Brazil, a spokesman said.
Lanvin, which describes itself as the oldest French fashion house still in activity, is also working on an exhibition to take place in 2015, he added.