22 Montaigne Entertainment : LVMH enters the film business
LVMH is turning fashion into a cinema. The luxury giant is now turning to the entertainment industry to promote its brands, with the creation of 22 Montaigne Entertainment.
While the series ‘The New Look’ on Apple TV+ and ‘Cristobal Balenciaga’ on Disney+ captivate attention, the world leader in luxury goods is making its entry into the 7th art. LVMH is setting up a new company dedicated to showcasing its 75 luxury brands through collaborations with the entertainment industry.
Called ‘22 Montaigne Entertainment’, in reference to the group’s Paris address, this new entity will be headed by Antoine Arnault, Vice-Chairman of the Board of Directors of the holding company Christian Dior SE, and the Director of LVMH North America, Anish Melwani.
22 Montaigne Entertainment: promoting the heritage of the Houses
22 Montaigne Entertainment is committed to exploring new opportunities to promote the heritage and expertise of iconic LVMH brands such as Guerlain, Chaumet, Louis Vuitton and Givenchy… All in close collaboration with Superconnector Studios.
Founded by director Jonathan Kaplan and Jae Goodman, the former CEO of the Observatory, this New York-based company specialises in linking the world of major brands with that of entertainment, in Hollywood and elsewhere. His mission will be to identify the stakeholders in the various projects in order to strengthen LVMH’s network in this new industry..
In the quest to reach a wider audience
‘At LVMH, we see each house as a house of stories, a distinct creator of culture,’ reveals Anish Melwani. In 2022, the luxury giant has already demonstrated its commitment to the world of entertainment with Bulgari’s ‘Inside the Dream’ documentary, offering a behind-the-scenes look at its Haute Joaillerie division, and an issue dedicated to Francis Kurkdjian’s work for Dior fragrances.
Grâce à sa nouvelle société, LVMH vise à mieux organiser et structurer sa présence dans l’industrie cinématographique et des séries pour toucher un public plus vaste et diversifié. Aujourd’hui, il est évident que l’équation qui maintiendra le prestige de ces Maisons consiste à être aussi inaccessible en termes de prix qu’accessible en termes de désir !
Through its new company, LVMH aims to better organise and structure its presence in the film and series industry to reach a wider and more diverse audience. Today, it is clear that the equation that will maintain the prestige of these Houses is to be as inaccessible in terms of price as it is accessible in terms of desire!
By Clémence BODEAU
