Officially entering the film industry, LVMH announces the establishment of 22 Montaigne

In a move to expand its scope with a strategy combining luxury and entertainment, the LVMH group has established 22 Montaigne to ‘step into’ the Hollywood entertainment industry.

The establishment of a specialized department marks LVMH’s expansion beyond the realms of fashion, fragrance, and spirits. This signals the company’s plans to explore the vast potential of its 70 iconic houses. The new department takes its name from a famous address in Paris associated with the luxury conglomerate, and the company has collaborated with Superconnector Studios – a company led by industry veterans Jae Goodman and John Kaplan. With their extensive experience in marketing and entertainment, Goodman and Kaplan are expected to provide strategic insight into the new project and explore new ways to leverage the conglomerate’s vast investment portfolio.

Under the guidance of a committee led by Antoine Arnault and Anish Melwani, 22 Montaigne aims to facilitate favorable conditions for collaborative initiatives, co-productions, and sponsorships, to turn the stories of various brands into a potential film portfolio. Think of countless biographical films and series about designers’ lives, or films that might feature the ‘incidental’ appearance of other designs within the conglomerate.

For example, the film “Breakfast at Tiffany’s” did wonders for the brand compared to any marketing campaign. Additionally, other films have been released recently: Dior and Louis Vuitton have used their workshops as filming locations for movies like Sylvie Ohhayon’s “Haute Couture” and Anthony Fabian’s “Mrs. Harris Goes to Paris,” indirectly honoring the history of the brands.

Initially, the combination of fashion and entertainment extended beyond the screen by making appearances on the red carpet and fostering ambassadorial contracts. But as high fashion became overly present on the red carpet and brand ambassador titles became more abundant, the conglomerate brought them back to the screen as a new marketing strategy. This is also a way for the conglomerate to compete with its ‘worthy opponent’ Kering when deciding to invest in Hollywood agency companies. Not to mention the conglomerate’s existing relationships with numerous celebrities, from brand ambassadors to creative collaborators, which will serve as a launchpad for future projects.

By leveraging these collaborative relationships, 22 Montaigne aims to elevate the vision and cultural resonance of LVMH brands on a global scale.