19M
Chanel’s plan to spark a craftwork renaissance
Chanel announced the plan to unveil 19M, a unique space on the edge of Paris that will bring together its master artisans. The name references both the arrondissement where it’s located and Gabrielle Chanel’s birthday; M stands for “mains (hands), mode (fashion), and métier (craftsmanship).”
Set to open in 2020, the 275,000-sq-ft facility designed by architect Rudy Ricciotti will be home to 600 renowned artisans. The illustrious occupants will include Lesage Intérieurs and its embroidery school; Montex and MTX Atelier, its furnishing division; the shoemaker Massaro; Lemarié, maker of feathers and flowers; the milliner Maison Michel; fabric pleater Lognon; goldsmith Goossens; and Eres, the lingerie and swimwear brand. Many of them belong to Chanel’s Paraffection division, created with the goal of preserving the heritage, craft, and manufacturing skills in fashion. Bruno Pavlovsky, president of Chanel Fashion and Chanel SAS, called for 19M to be “a center where artisans, the public, schools and students and lovers of art in the neighborhood can meet.”
The mission of 19M calls to mind the apprentice-learning model in 15th Century Renaissance workshops: students work side-by-side with masters in state-of-the-art studios to become on top of their game, inheriting skillful working practices and graceful conduct. “Not everyone wants to write code, work in service, draw up contracts or even be a journalist. Imagine. There’s money and satisfaction that comes with skilled craftsmanship,” wrote Monocle.
Sources: Vogue France (October 14, 2019) | The Monocle Minute (October 9, 2019) | Fashion Network UK (October 9, 2019) | Image: Francois Durand/Getty