22 Montaigne Entertainment : LVMH enters the movie business
LVMH makes fashion movies. The luxury giant has now turned 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. That’s right, LVMH establishes 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, the new entity will be headed by Antoine Arnault, Vice-Chairman of the Board of Directors of Christian Dior SE Holding, and LVMH North America Director Anish Melwani.
22 Montaigne Entertainment: promoting the heritage of the Houses
22 Montaigne Entertainment is firmly 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 former Observatory CEO Jae Goodman, this New York-based company specializes in bridging the gap between the worlds of major brands and entertainment, in Hollywood and beyond. As such, his mission will be to identify 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 branch, and an issue dedicated to Francis Kurkdjian ‘s work for Dior fragrances.
Through its new company, LVMH aims to better organize and structure its presence in the film and series industry to reach a wider, 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
