by Incredibly, “the average Gen Z shopper makes their first luxury purchase at age 15,” reports The economist, citing a McKinsey study. The age of Instagram and TikTok seems to have persuaded younger and younger shoppers to spend what little money they have on fancy things.
French luxury design house Hermès is also introducing young people to consumer goods – but in a more positive way than advertising and selling them. The Hermès Corporate Foundation, which aims to do social good, runs a program called Manufacto, which they describe as “a unique system of raising awareness of needlework in schools.” The idea is to teach kids that handbags, furniture, lighting, etc. are not just things that people buy; they are things people do. And the best way to reinforce that is to show kids they can do them too.
Picture: Benoît Teillet / Hermès Corporate Foundation
Picture: Benoît Teillet / Hermès Corporate Foundation
This isn’t just a 30-minute show-and-tell; In the Manufacto program, children spend a full 24 hours (non-consecutively) creating something with their hands under professional guidance.
Picture: Benoît Teillet / Hermès Corporate Foundation
Picture: Benoît Teillet / Hermès Corporate Foundation
Image: madd bordeaux
Image: madd bordeaux
Picture: Benoît Teillet / Hermès Corporate Foundation
“Manufacto is used at the rate of twelve two-hour sessions per class during classroom hours within the volunteer school facility. The project is fully integrated into the curriculum, from primary school to high school. Supervised by a trio of professionals – a craftsman, an assistant and a teacher – the students discover the creative gestures of leather goods, carpentry and saddlery upholstery. Each tier corresponds to a specific object, specially designed by a designer duo to exacting specifications.”
Image: madd bordeaux
Picture: Benoît Teillet / Hermès Corporate Foundation
Picture: Benoît Teillet / Hermès Corporate Foundation
Image: madd bordeaux
Image: madd bordeaux
Image: madd bordeaux
“A lamp, a stool, a handbag… Between raising awareness of the world of shapes and role play, combining technical practice and the joy of doing, students create beautifully designed objects that they are proud of. All of this demands the values of the trade – aspiration, quality, teamwork – and strengthens self-confidence. In the further course of this training, Manufacto wants to change the view of the craft sector and even open up perspectives in orientation.”
Picture: Benoît Teillet / Hermès Corporate Foundation
Picture: Benoît Teillet / Hermès Corporate Foundation
Picture: Benoît Teillet / Hermès Corporate Foundation
Here is an English language summary of the program implemented in a trial at a London school:
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