“It is considered eco-responsibility as business.” Maria Grazia Chiuri of Dior deciphers the LVMH award

It was from actress Natalie Portman that she received her trophy, her eyes clouded with tears. Swedish designer Ellen Hodakova has been honored with the LVMH Prize, which supports young creatives with mentorship, generous donations and the spotlight. The very excited young woman, who attended art school before donating herself, explained to us that all of her repurposed clothes are “made in a context of absolute freedom and in such a way that everyone can see the message they want.”

Her work on recycling objects into luxury clothing captivated the jury, which included designers Marc Jacobs, Phoebe Philo, Jonathan Anderson and Maria Grazia Chiuri, among others. The artistic director of Dior femme was particularly moved by the works of Ellen Hodakova, who are close to modern art. He tells us: “This is one of the first projects where eco-responsibility is also business. He found a process to do this, but also found customers who could buy into the idea. It’s not easy to build a brand solely around recycled materials, but he did it.”

Fashionable with the times

The Italian designer appreciates that the Hodakova brand perfectly matches the times. “It comes in a context where consumers want special pieces, something exclusive. And all the pieces offered with this concept are unique. It affects people who have a different aesthetic, who are sensitive to environmental issues.” Surrounded by talented young creatives, he also enjoyed the designs of two other award winners, starting with the brand Standing Ground, which won the unique Savoir Faire Award, which is being awarded for the first time this year. Irishman Michael Stewart himself describes to us his work inspired by Celtic landscapes and ancient relics; as “a study of shapes and cuts, I sketch my outline first, that’s how I work, as if I were sculpting.

Maria Grazia Chiuri also voted for the winner of the Karl Lagerfeld Award, Dutchman Duran Lantink, who says: “Nowadays I do it by changing shapes, it’s a constant search for how we can interact with clothes.” And Maria Grazia Chiuri, constantly surrounded by young people in her studio, concludes: “I’m fascinated by the new generation in general because I think they bring me a different perspective, so it’s really important to talk to them, see them, get to know them.” And what could be better than an LVMH award for that?