Luxury Leader LVMH Announces Winners of "Bike in Style Challenge";

Joins Forces with New York City Department of Transportation and Fashion Institute of Technology to Encourage New Yorkers to “Bike in Style”

FIT Student's Winning Design in Bicycling Fashion Competition Announced by LVMH Moët Hennessy Louis Vuitton Inc. Chairman Renaud Dutreil, NYC First Deputy Mayor Patricia E. Harris, Iconic Designer Donna Karan, Celebrity Designer for DKNY Jeans Hilary Duff and Oscar-winning actress Marion Cotillard

NEW YORK--(BUSINESS WIRE)--The winning designs in the “Bike in Style Challenge” were unveiled today.

“Tradition cannot be separated from innovation, nor nature from creation”

As part of its longstanding commitment to the environment, LVMH Moët Hennessy Louis Vuitton, the world’s leading luxury goods company, today announced the winners of the “Bike in Style” Challenge. The Challenge asked student designers from the Fashion Institute of Technology (FIT) to create stylish, practical and affordable bike clothing and gear in support of Mayor Michael R. Bloomberg’s bicycling promotion initiatives. Expanding the City’s bicycling infrastructure to facilitate commuting by bicycle is part of the Mayor’s PlaNYC sustainability agenda, to create a greener, greater New York City. LVMH Inc. Chairman Renaud Dutreil proposed to the Mayor’s Fund to Advance New York City, the City’s Department of Transportation (DOT) and the Fashion Institute of Technology (FIT) the creation of the “Bike in Style Challenge” earlier this year.

The Challenge winner was announced at an award ceremony held at the LVMH Tower in New York City. The judges included: Renaud Dutreil of LVMH; First Deputy Mayor Patricia E. Harris; Commissioner of NYC’s DOT Janette Sadik-Khan; the iconic American designer Donna Karan; Celebrity Designer for DKNY Jeans Hilary Duff; Andy Darrell of the Environmental Defense Fund; and Dr. Valerie Steele of The Museum at FIT.

Oscar-winning French actress, environmental activist and face of the new Lady Dior advertising campaign, Marion Cotillard, made a special appearance to show her support for the project.

FIT students participating in the Challenge were charged with designing a set of biking essentials: a poncho, a jacket and a travel bag for both men and women. Jessica Velasquez was awarded $5,000 for her designs, which won first place. Jane Carlton was awarded $3,000. Stephanie Murphy was awarded $2,000.

Prototypes of Jessica Velasquez's designs will be unveiled this summer, in conjunction with the return of the City’s popular “Summer Streets,” of which LVMH is a main sponsor. Debuted last year, Summer Streets closes a 6.9-mile route from the Brooklyn Bridge to Central Park to cars for people to run, bike, walk and take part in activities on three Saturday mornings in August. A photo of Jessica Velasquez's designs accompanies this press release.

Renaud Dutreil, Chairman of LVMH Moët Hennessy Louis Vuitton Inc., said, “LVMH congratulates Jessica Velasquez for winning this Challenge and all of the other FIT students who submitted such extremely creative designs. It was difficult to choose one winner among them. We were delighted to work with the Mayor’s Fund to Advance New York City, the DOT and FIT on this project. The Mayor’s Office and DOT have made exceptional strides in promoting bicycling in New York City. LVMH is proud to join them in this effort and is committed to promoting style, an eco-friendly attitude and a better quality of life for all New Yorkers.”

Mr. Dutreil added, “LVMH’s support of this Challenge and Summer Streets reflects our Group’s dedication both to environmental protection as well as our fervent support of young design talent. LVMH has long supported groundbreaking initiatives in these areas in France and we are delighted to now be an active part of these important initiatives in the U.S., with Bike in Style marking the beginning of our efforts.” (See attached Fact Sheet on LVMH’s environmental initiatives and support of new talent.)

The Challenge is supported by a grant from LVMH to the Mayor’s Fund to Advance New York City. The DKNY division of LVMH-owned Donna Karan International (DKI) executed the Challenge with FIT, and DKNY worked closely with the students to provide creative direction as they competed. DKNY is also developing the prototypes of the winning designs.

Ms. Karan said, “The DKNY brand is inspired by the energy, colors and fabric of New York. Our Design team focused on helping the students to incorporate these essential elements of the City into their designs, with the goal of making fashionable, functional urban biking a reality. We at DKNY are proud to be involved in a program that fosters the next generation of designers and will make New York an even better, more environmentally friendly, place to live and work."

First Deputy Mayor Harris said, “The Bloomberg Administration is dedicated to making New York the world’s cleanest, healthiest city and to reducing greenhouse gas emissions by 30 percent by 2030. This cannot be achieved without the active involvement of corporations that share our vision for the future. We are grateful for LVMH’s support of the Bike in Style Challenge and Summer Streets—Creative partnerships like this play an important role in our efforts to enhance the quality of life for all New Yorkers.”

DOT Commissioner Sadik-Khan added, “With more than 200 miles of new bike lanes added to our streets in just the last three years, and with new, innovative designs for our lanes and bike racks, biking to work is an increasingly attractive option for New Yorkers, and there’s no reason why their clothing options can’t keep pace. Bike commuting has increased by 35% in the last year alone, and these Challenge winners show that comfortable bike gear doesn’t have to sacrifice the style that New Yorkers are known for.”

Dr. Joyce F. Brown, President of FIT, said, “This Challenge presented a wonderful chance for our students to learn from the extraordinary designers at DKNY and test their own skills in creating practical, fashionable activewear that will help promote cycling as a mode of transportation. The students’ talent and enthusiasm was strikingly evident in their designs, and we are grateful to LVMH, the Mayor’s Office and the DOT for giving them this opportunity.”

About LVMH: LVMH Moët Hennessy Louis Vuitton is the world's leading luxury goods group. The Group is represented in Wines and Spirits by a portfolio of brands that includes Moët & Chandon, Dom Pérignon, Veuve Clicquot Ponsardin, Krug, Ruinart, Château d'Yquem, Hennessy, Glenmorangie, Ardbeg, Belvedere Vodka, Chopin, 10 Cane, Chandon, Cloudy Bay, Terrazas de los Andes, Cheval des Andes, Green Point, Cape Mentelle, Newton. Its Fashion and Leather Goods division includes Louis Vuitton, the world's leading luxury brand, as well as Celine, Loewe, Kenzo, Givenchy, Thomas Pink, Fendi, Emilio Pucci, Donna Karan, Marc Jacobs, Berluti, StefanoBi as well as eLUXURY, the authoritative online source for luxury goods on the Internet. LVMH is present in the Perfumes and Cosmetics sector with Parfums Christian Dior, Guerlain, Parfums Givenchy, Parfums Kenzo, Perfumes Loewe as well as other promising cosmetic companies (BeneFit Cosmetics, Make Up For Ever, Acqua di Parma and Fresh). LVMH is also active in selective retailing through DFS, Sephora in Europe and the United States, Le Bon Marché and la Samaritaine. LVMH's Watches and Jewelry division comprises TAG Heuer, Chaumet, Christian Dior Watches, Zenith, Fred, Hublot and De Beers Diamond Jewellers Limited, a joint venture created with the world’s leading diamond group.

About the Mayor’s Fund to Advance New York City: The Mayor’s Fund to Advance New York City is a 501(c)(3) nonprofit organization designed to aid City programs and support innovative public-private partnerships. The Mayor’s Fund serves as an important vehicle for foundations, corporations and individuals wanting to support New York City’s residents and make New York City an even better place to live, work and visit. For more information go to

About FIT: The Fashion Institute of Technology is a selective college of art and design, business and technology of the State University of New York, with 44 majors leading to AAS, BFA, BS, MA, and MPS degrees. Visit



“Tradition cannot be separated from innovation, nor nature from creation,”
said Bernard Arnault, Chairman and Chief Executive Officer of
LVMH Moët Hennessy Louis Vuitton

For LVMH, environmental protection and sustainability is not just about generosity or philanthropy; it is critical to the world’s future and an integral part of the way the Group does business.

Since the creation of its Environment Department in 1992, LVMH has devoted many resources to limiting its activities’ impact on the environment as well as aligning itself with global best practices. Its Environmental Charter was drafted in 2001 and outlines five major principles that the Chairman of each division must commit to. LVMH signed the Global Compact in 2003 and has supported the Objectives for the Millennium since August 2007.

In 2002, LVMH decided to put emphasis on the reduction of Greenhouse Gas (GES) emissions. Since that date, it has worked to evaluate the GES emissions related to each of its brand’s activities and identify the actions that needed to be taken to reduce them. For example, instead of air transportation, Louis Vuitton now uses maritime transportation for 60 % of its leather goods sent from France to Japan. Other Louis Vuitton initiatives include supporting major organizations that fight Global Warming: last year, the brand featured celebrities such as Catherine Deneuve, André Agassi, Steffi Graf and Mikhail Gorbachev in an advertising campaign benefiting Al Gore's Climate Project.

To educate the leaders of tomorrow, LVMH regularly presents programs explaining how the Group supports environmental protection in major universities and business schools.

In April 2007, Mayor Michael Bloomberg unveiled a groundbreaking plan to make New York the world’s cleanest, healthiest city and to reduce greenhouse gas emissions 30 percent by 2030. For the last two years, the City of New York has made tremendous efforts in developing and promoting eco-friendly transportation within New York City. As the leader and pioneer of the luxury industry with a long-standing commitment to environmental protection, LVMH Moët Hennessy Louis Vuitton wants to be at the forefront of the green revolution in New York City. The “Bike in Style Challenge” and the Group’s support of Summer Streets 2009 marks a significant first step in this effort.

In addition to being committed in the protection of the environment, LVMH fervently supports young talent -- from elementary school to college students, emerging artists and designers. Since the early 90s, students from all over the world have been able to benefit from various educational programs conceived, initiated and carried out by the Group (LVMH Young Artists' Award, the Young Virtuoso’s Concerts, Art Discovery classes…) Again, “Bike in Style” is a reflection of LVMH’s focus on supporting the next generation of design talent.

For more information about LVMH’s work in these areas, please visit


Media Contacts:
Kekst and Company for LVMH
Molly Morse, 212-521-4800
Victoria Weld, 212-521-4800
Office of the Mayor of NYC
Jason Post, 212-788-3112
Deputy Press Secretary
Department of Transportation
Seth Solomonow, 212-839-4850
Press Secretary
Fashion Institute of Technology
Cheri Fein, 212-217-4700
Exec. Dir. of Public and Media Relations
Donna Karan International
Patti Cohen, 212-789-1500
Exec. VP of Global Marketing & Communications

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