From Louis Vuitton to Gucci: Benjamin Cercio's Fashion Journey

Could you reflect on your academic journey? Why did you choose to join SKEMA Business School?

I hail from the south of France and grew up on the Côte d'Azur. My academic path is quite traditional; I completed preparatory classes before enrolling in a business school: SKEMA Business School. I pursued a Master's degree specialising in Service Management at the Sophia Antipolis campus before embarking on a career in the luxury sector. After my preparatory studies, I had shortlisted several schools. I was accepted at SKEMA Business School, and the school's excellent ranking was a decisive factor in my choice.

What were the highlights of your studies at SKEMA, both personally and academically?

On a personal level, SKEMA has offered me a great deal. It was there that I met my best friends, as well as my partner, with whom I have shared my life for 17 years. I was fortunate to discover a true family within this school. I also had memorable experiences with the student union (BDE), where I was very involved. It was a remarkable period, marked by a vibrant and dynamic student life, filled with numerous events and activities.

Academically and professionally, the internships I undertook during my studies were truly pivotal for my career. They allowed me to find my path and explore the worlds of luxury, communication, and influencer marketing—areas I was entirely unfamiliar with at the time. These experiences opened up a realm of possibilities for me and genuinely taught me my craft.

What happened after your time at SKEMA?

In 2017, during my second year at SKEMA Business School, I completed a six-month internship in the press department of Louis Vuitton. At the end of this internship, the house offered me a permanent contract. However, as I did not wish to interrupt my studies so close to obtaining my degree, we agreed on a work-study contract. For a year, I commuted between Paris, where I worked, and the SKEMA campus in Sophia Antipolis.

At the end of my studies, I continued working at Louis Vuitton as a Fashion Press Assistant, gradually climbing the ranks over the years. By the age of 25, I was managing the brand's press relations across Europe. This role provided me with the opportunity to travel extensively—through the Middle East, Russia, the UK, Italy, Norway, Austria, and Spain—and I built a vast network of journalists along the way.

I then transitioned to a new department known as "Celebrity Relations." At that time, we began to recognise the crucial role of celebrities in product promotion. The house surrounded itself with ambassadors to embody the brand and increasingly dressed celebrities for high-profile events such as the Grammys, the Oscars, and the Video Music Awards. I ultimately earned a promotion to Global Communications Director at Louis Vuitton. 

Did you move to Gucci after your time at LVMH?

After 17 years at Louis Vuitton in Paris, I joined Gucci in Milan two years ago as Senior Vice-President of Global Communications, where I had a similar role but with an expanded scope and additional responsibilities. I left this position earlier this year and am currently preparing for my next professional adventure, with plans for a return to France in the near future. (Since this interview was conducted, Benjamin has opened his communication agency in Paris.)

What do you enjoy most about the worlds of luxury, fashion, and communication?

I have always wanted to work in the fashion industry. It is a highly creative sector, driven by a fast-paced rhythm due to seasonal cycles, and it brings a lot of adrenaline. I enjoy working under pressure and juggling numerous projects simultaneously: the massive opening of stores in China, a fashion show in Paris, another in Rio… It is truly exhilarating; there's never a dull moment! At both Gucci and Vuitton, I had the opportunity to oversee teams of 250 people. This managerial aspect greatly appeals to me; I enjoy passing on my knowledge and nurturing young talent.

Do you have any advice for the students ?

The most important piece of advice I can give is to believe in yourself and take risks. Nothing happens for those who do not take chances. If you aspire to an ambitious and international career, you must empower your ambitions, which involves stepping out of your comfort zone. It is also crucial to develop skills specific to the luxury sector. In my field of communication, there are technical skills to be acquired, such as contract management, as well as interpersonal skills, like the ability to collaborate with creatives. Throughout my career, I have had the opportunity to work with talented artistic directors such as Virgil Abloh, Nicolas Ghesquière, Kim Jones, and Marc Jacobs. A significant degree of sensitivity is necessary to understand such interlocutors, translate their needs, and address them while aligning with the house's requirements.