luxury houses parade in film budgets


Selena Gomez in “Emilia Perez”, by Jacques Audiard. PATHÉ

First there were a few medium-length films like Lux Æterna, by Gaspar Noé (2020), then Strange Way of Life (2023), the queer western by Pedro Almodovar, or even Film announcement of the film that will never exist: “Funny Wars”, short film by Jean-Luc Godard in 2023. Before Saint Laurent Productions launches itself into the spotlight. The Kering group’s film production company, the first to emerge from the luxury industry, launched in April 2023, co-produced three feature films this year selected in official competition at the Cannes Film Festival: the new film by Jacques Audiard, Emilia Pereza musical thriller with themes combining drug traffickers and gender transition, loosely adapted from the novel Listen (Stock, 2018) and presented on May 17; The Shroudspartly autobiographical project by David Cronenberg (20th); Parthenopethe love letter to Naples by Paolo Sorrentino (May 21).

Read the story (2023): Article reserved for our subscribers Luxury goes into production

Add to your selections

If fashion and the 7e art have been working side by side for a long time, this cooperation is taking on a new dimension in a luxury ecosystem in the midst of experimentation. In September 2023, François Pinault, founder of the Kering group, took, through Artemis, his family holding company, control of Creative Artists Agency – valued in the agreement at $7 billion (€6.44 billion). euros). The powerful American star agency, a key center of Hollywood production, manages the careers of Tom Hanks, Margot Robbie, Brad Pitt, but also that of Salma Hayek, wife of the CEO of the Kering group, François-Henri Pinault.

On February 22, LVMH advanced its pawns by launching 22 Montaigne Entertainment, a production company for films, shows and audio formats, as well as programs dedicated to the group’s brands, such asInside the Dream, on the behind the scenes of the jewelry house Bulgari, broadcast on Amazon Prime Video. An initiative managed by Antoine Arnault, one of Bernard Arnault’s sons, and Anish Melwani, the director of LVMH’s American activities. “We look forward to formalizing our approach to promoting our homes through entertainment formats”, has Anish Melwani soberly confirmed in a press release. For the rest, the company, requested by The world, has refused to speak and maintains the greatest discretion regarding the extent of its ambitions.

“Beyond simple marketing”

In its very strict communication, Kering affirms that these films illustrate “the management of the Saint Laurent brand in the future”. At the head of Saint Laurent Productions, the brand’s Belgian artistic director, Anthony Vaccarello, also designed the costumes for the three feature films presented at Cannes. “Making a film can have more impact than a seasonal collection”, he explains in an interview with Variety in 2023. Behind these projects lie pragmatic reasons. “Large luxury brands have noticed a decline in the effectiveness of their traditional advertising”, comments Gregory Gray, film historian and co-investor in art and entertainment projects. After investing in contemporary art, they turn to cinema in order to reach a wider audience. “What matters for these brands is above all a collaboration with a prestigious author. Their objective goes beyond simple marketing, they aim to be associated with the desirability and dreams of the public”, he adds.

You have 53.96% of this article left to read. The rest is reserved for subscribers.



PREV At the Palp Festival, culture and heritage continue to go hand in hand –
NEXT A mysterious laboratory worthy of James Bond makes works of art speak