Fashion makes its cinema with LVMH. From now on, the luxury giant is banking on the entertainment industry to promote its brands by creating the company: 22 Montaigne Entertainment.
While the series “The New Look” on Apple TV+ and “Cristobal Balenciaga” on Disney+ are captivating attention, the world leader in luxury is entering the 7th art. Indeed, LVMH establishes a new company dedicated to highlighting its 75 brands de luxe through collaborations with the entertainment industry.
Called "22 Montaigne Entertainment», referring to the Parisian address of the group, this new entity will be managed by Antoine Arnault, vice-chairman of the board of directors of the Christian Dior SE holding company, as well as director of LVMH North America, Anish Melwani.
22 Montaigne Entertainment: promoting the heritage of the Houses
22 Montaigne Entertainment is resolutely committed to exploring new opportunities aimed at promoting the heritage, heritage and know-how of LVMH's iconic brands, such as Guerlain, Chaumet, Louis Vuitton and Givenchy… All in close collaboration with Superconnector Studios.
Founded by the director Jonathan Kaplan et Jae Goodman, the former CEO of the Observatory, this New York company specializes in the link between the world of big brands and that of entertainment, Hollywood and elsewhere. Thus, its mission will consist of identify stakeholders various projects in order to strengthen the LVMH network in this new industry.
In the quest to reach a wider audience
“At LVMH, we consider each house as a house of stories, a distinct creator of culture” reveals Anish Melwani. In 2022, the luxury giant has already proven its commitment to the world of entertainment with the documentary “Inside the Dream” de Bulgari, offering a behind-the-scenes look at its industry Fine jewelry, and a number dedicated to the work of Francis Kurkdjian for Dior perfumes.
Thanks to its new company, LVMH aims to better organize and structure its presence in the film and series industry to reach a larger and more diverse audience. Today, it is obvious that the equation which will maintain the prestige of these Houses consists of be as inaccessible in terms of price as accessible in terms of desire!
By Clémence BODEAU
