LVMH makes Hollywood its new runway

The Future. LVMH’s newly launched 22 Montaigne Entertainment hopes to be the liaison between the global entertainment industry and the fashion conglomerate’s 75 luxury houses. Considering last year’s Air boosted popularity for Nike and Air Jordan, it may now become easier for productions to score products from brands like Louis Vuitton, Dior, and Dom Pérignon if they’re promised a starring role.

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LVMH is designing a Hollywood takeover in hopes of putting its products in front of millions of potential customers.

• Traditional advertising isn’t working like it used to, with a Kantar study finding that 86% of people “took actions to avoid ads across TV, streaming, and online,” per Business of Fashion.
• Meanwhile, studies show that brand marketing — embedding your products and services into entertainment and experiences — is viewed more positively (and is harder to skip).

22 Montaigne Entertainment creates a “single point of contact” for studios and producers to approach LVMH about mining its brands’ histories and products for stories, like how it’s already done with the Apple TV+ series, The New Look.

With rival Kering now tied to CAA through François Pinault’s recently acquired majority stake, expect the next great fashion war to play out on the silver screen.