*Luxury Meets Silver Screen Brilliance with 22 Montaigne Entertainment

*A Cinematic Visionary Partnership with Superconnector Studios

In a strategic move that transcends the realms of fashion, perfume, and spirits, the LVMH group has set its sights on Hollywood, introducing its dedicated entertainment division, 22 Montaigne Entertainment. This bold venture marks a significant expansion for LVMH, blending luxury and entertainment to explore the vast potential of its 70 iconic maisons in cinema, television, and audio platforms.

The division, named after LVMH’s prestigious Parisian address, 22 Montaigne, has emerged through a collaboration with Superconnector Studios, led by industry veterans Jae Goodman and John Kaplan. With extensive experience in marketing and entertainment, Goodman and Kaplan are expected to infuse strategic vision into the project, unlocking new possibilities for the group’s vast portfolio.

Please we need more series & movies about fashion https://t.co/SvEZ3uenXs

— Sonia Rykiel Customer Support (@lesolnoir) December 29, 2020

Guided by a committee led by Antoine Arnault and Anish Melwani, 22 Montaigne seeks to foster co-development, co-production, and co-financing initiatives. The goal is to transform the narratives of LVMH’s diverse brands into a cinematic portfolio, ranging from biopics and series about designers’ lives to films where LVMH maisons play the role of “invisible protagonists.”

The roots of this cinematic endeavor can be traced back to informal experiments within the group. Dior, a cornerstone alongside Louis Vuitton, has previously opened its ateliers as film locations, contributing to projects like Haute Couture and Mrs. Harris Goes to Paris. These endeavors, described as “soft marketing,” subtly pay homage to the brand’s history while expanding its cultural footprint.

The convergence between fashion and entertainment, exemplified by LVMH’s foray into Hollywood, is a response to industry dynamics, including rival Kering’s investment in the Creative Artists Agency. The strategy extends beyond the screen, intertwining red carpet looks and ambassador contracts into a seamless blend. LVMH’s established relationships with celebrities, ranging from brand ambassadors to creative collaborators, serve as a robust foundation for future projects.

With 22 Montaigne, LVMH aims to elevate the visibility and cultural resonance of its brands on a global scale. This strategic move not only reflects the changing landscape of luxury marketing but also positions LVMH as a key player in shaping the intersection of fashion and entertainment in the years to come.

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