Fashiontainment. Et c’est la France qui donne le la.
Last week, when LVMH announced the launch of 22 Montaigne Entertainment, a central platform to connect its 75 maisons with the entertainment industry, the move was about more than trying to capitalise on audiences eager to watch stories about brands from Barbie to Nike. It was also a survival plan for a world where traditional forms of mass-media advertising are losing their effectiveness. Some of the industry’s biggest players are now creating more formal ties to the entertainment business. Last April, Saint Laurent announced a film production unit, while in September, Artémis, the holding company of Kering owner François Pinault, bought a majority stake in Hollywood talent agency CAA. "[There is] a fine balance between giving your entertainment partners creative flexibility and also protecting what you’ve built in terms of brand value,” said John Harrison, media and entertainment leader at EY Americas. Read the full story by BoF's Marc Bain on why the luxury giant is adjusting to a shifting media landscape, resulting in projects like “Dior and I” and the new Apple TV series “The New Look.”