The Japanese welfare-driven creative company HERALBONY has gained international recognition, becoming the first Japanese finalist and winner of the LVMH Innovation Award 2024 in the "Employee Experience, Diversity & Inclusion" category. This achievement marks a significant milestone, not just for HERALBONY but for the broader conversation on inclusive business models.
HERALBONY has pioneered a new licensing model, collaborating with global brands to elevate artwork created by artists with disabilities into high-value intellectual property (IP). From luxury fashion collaborations to partnerships with JAL, the company challenges conventional perceptions of disability and creativity. With establishing a Paris office and collaborating further with LVMH, HERALBONY is not only transforming the way businesses approach DE&I, but also redefining how the world perceives disability and talent. We spoke with key figures from HERALBONY and LVMH to explore the exciting journey behind this partnership and its potential to shape the future of luxury.
HERALBONY EUROPE CEO Marie Oshioka
LVMH
IT Digital Director Thomas Prunel
for Startups, Inc.
Ryuta Majima, Open Innovation Dept. Conference Group
ー At the 2023 GRIC PITCH, HERALBONY received the Theme Healthcare & Wellness Award. Could you tell us about the impact of this recognition, especially regarding your collaboration with LVMH?
Oshioka: Winning at GRIC PITCH was a turning point for us. Until then, our primary focus was expanding our artist network in Japan for artists with disabilities, and give them a platform to showcase their talent. However, this award broadened our vision, pushing us to explore global opportunities.
We always admired LVMH, a company that embodies craftsmanship and creativity. When the opportunity arose to connect with them, we saw it as the perfect first step toward our global vision. The collaboration felt organic, and from the moment we engaged, the momentum grew quickly. On top of that, the validation from GRIC and LVMH reinforced our belief that neurodivergent art has universal value. Our goal has always been to change perceptions. To elevate artwork by artists with disabilities into something aspirational, something the world sees as luxury, not charity. Now, we have established our first overseas office in Paris in September 2024, and we are taking concrete steps to position HERALBONY as a global leader in inclusive design and licensing.
ー We understand your connection with LVMH was facilitated by Majima-san from GRIC. Could you share how this relationship developed, leading to your participation at VIVA Tech and eventually winning the "Employee Experience, Diversity & Inclusion" category at the LVMH Innovation Award 2024?
Thomas: Our journey began just a few months before VIVA TECHNOLOGY 2024. The first meeting was at a pop-up store in Nihombashi, Tokyo, where HERALBONY showcased their products and original artworks. GRIC arranged the introduction as part of our initiative to strengthen ties with Japan’s startup ecosystem, and from the beginning, we saw their potential.
We continuously seek startups that can bring meaningful innovation to luxury retail while also creating positive social impact. HERALBONY stood out as exactly the kind of partner we wanted to work with. A company that not only drives business innovation but also helps reshape industry standards for inclusion. Their ability to scale globally while staying true to their mission made them a clear choice for the LVMH Innovation Award 2024.
Majima: When LVMH approached us, HERALBONY was the first company that came to mind. Their mission aligns perfectly with LVMH’s values, and we knew they had the capability to make a social impact on a global scale. I was confident they could be a valuable global partner for LVMH, which is why I introduced them to Thomas and the LVMH team.
ー How has your collaboration influenced HERALBONY approach and growth? Are there expectations for this partnership?
Oshioka: As we expanded our business, we noticed a shift in consumer behavior. People are looking for brands that reflect their values and individuality, while major companies seek innovative ways to build deeper connections with their audience.
What makes HERALBONY unique is our deep personal connection to this mission. The company was founded by twin brothers who grew up with a brother who lives with severe intellectual disabilities and autism. This experience gives us a genuine understanding of inclusivity, not just as a business strategy but as a fundamental value. Partnering with LVMH reinforces our belief that inclusivity and social impact can exist within the world of luxury.
Thomas: Our foundation is built on four key values: creativity, innovation, excellence, and entrepreneurial spirit. We see positive impact as shaping a more meaningful connection between luxury and society. Luxury is about storytelling. About evoking emotions and creating a narrative that resonates. HERALBONY’s deep respect for artistic heritage and creativity makes them a natural fit for our maisons. When great storytelling meets a commitment to positive impact, it creates something timeless
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Majima: When we first encountered HERALBONY, what stood out was their unique approach to storytelling and deep respect for craftsmanship. Every product they create carries an authentic narrative, much like the maisons within LVMH. This shared appreciation for artistry and heritage is what makes this collaboration so powerful. One that could shape an artistic legacy for generations to come.
ー From what we understand, this collaboration bridges the worlds of luxury and social impact. When you say artistic legacy, what role do you see it playing in redefining inclusivity and innovation within your respective industries?
Oshioka: We believe luxury transcends products, serving as a conduit for culture, values, and genuine human connection. By collaborating with artists from around the world, including France, Belgium, and Germany, we’ve seen a universal resonance with our vision of creativity and inclusivity. LVMH, renowned for elevating cultural forces, is the perfect partner. Together, we hope to spark a movement that redefines artistic expression and its rightful place in the world.
Thomas: A brand’s impact emerges when it connects emotionally with people. Consumers choose brands that mirror their passions, values, and identities, which HERALBONY does so well. Their work, both universal and personal, crosses cultural lines while championing a more inclusive world. As a global luxury leader, we see it as our responsibility to create transformative opportunities, especially for overlooked artists. This vehicle of brand opens new doors and narratives. At LVMH, success depends on the right people at the right time, and that’s exactly what we see in HERALBONY.
ー As HERALBONY looks to scale, what excites you most about where this partnership is headed in the next 3–5 years?
Oshioka: We’re at a pivotal growth stage, exploring the potential of various projects with several LVMH maisons to establish sustainable partnerships. We are strengthening our network of artists and business structure, particularly as we expand into new regions such as Africa and Thailand. We’ve already seen strong momentum. Our HERALBONY Art Prize now features artists from 65 countries and regions, up from 28 initially, providing a vital platform for creators once overlooked internationally. We’re also opening our first physical store in Ginza and flagship spaces in Morioka this March, offering firsthand experiences of our vision.
ー Can you share any concrete initiatives currently in the pipeline, and will GRIC be part of these initiatives?
Majima: As a startup accelerator, our mission is to create meaningful connections that can grow independently. Seeing this collaboration develop on its own momentum is exactly the kind of success we aim for.
Thomas: This partnership is a major milestone, marking the first time a Japanese startup has won the LVMH Innovation Award, an accomplishment we’re immensely proud of, with special thanks to GRIC. HERALBONY’s success highlights their distinct approach to creativity and inclusion, while underscoring Japan’s growing global presence in the startup arena. We view this collaboration as a blueprint for innovation: dismantling barriers, opening new doors, and staying true to genuine values. By championing the right people and fostering a sustainable mission, we believe this partnership will inspire other startups and brands well beyond 2025.
Oshioka: Engaging directly with diverse global audiences validated the universality of our mission and strengthened our vision for the future. We hope that this partnership with LVMH serves as an example. A signal to other startups that platforms like GRIC and collaborations with global brands can create extraordinary opportunities.
Written by Oguzhan K. / Photography by Kohei Sasaki ( for Startups, Inc. )
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