If you’ve been following this year’s Cannes Film Festival, you may have noticed a subtle yet significant shift: luxury brands are no longer content with merely dressing stars for the red carpet. Instead, they are stepping behind the scenes of cinema with unprecedented initiative.
Kering: Treating Culture as a Long-Term Investment
Leading the charge is Kering, the festival’s official partner. As early as 2014, the conglomerate launched Women in Motion, a program dedicated to amplifying the voices of women in film, which has since become an integral part of Cannes’ cultural ecosystem. This initiative has not only generated cultural dividends far beyond mere exposure but also reinforced Kering’s identity as a patron of the arts.
François-Henri Pinault, Kering’s chairman, once remarked: “Fashion is never an isolated art form—it is deeply intertwined with film, music, and literature.” In 2023, its maison Saint Laurent took this philosophy further by establishing Saint Laurent Productions, becoming the first luxury brand to launch its own film division. Under the creative direction of Anthony Vaccarello, its productions have since made multiple appearances at Cannes.
This long-term strategy was reaffirmed by Kering’s deputy CEO, Francesca Bellettini, during this year’s festival. “Creativity is our legacy,” she stated, emphasizing that the group’s partnership with Cannes is not merely a marketing opportunity but a dual pillar of cultural capital and client engagement.
She elaborated that fashion and film are inherently connected: “Just as young designers often struggle with their second or third collections, emerging filmmakers face similar challenges.” This understanding drives Kering’s sustained support for new talent through Women in Motion, actively shaping the creative landscape rather than just observing it.
Bellettini also noted that in an era of meticulous budget scrutiny, only initiatives that balance immediate client engagement with long-term brand equity survive. “Cannes meets both criteria—it’s not just ‘nice to have,’ but a foundational cultural investment.” This is particularly crucial as Kering navigates consecutive quarters of declining revenue.
LVMH’s Quiet Foray into Content
As luxury brands refine their approach to clienteling, the concept has evolved beyond transactional gestures like personalized services or event invitations. Instead, it now hinges on forging emotional connections through cultural touchpoints—films, directors, awards—establishing shared values long before a purchase occurs. This “non-commercial engagement” is increasingly seen as the most effective way to resonate with high-net-worth audiences.
In line with this shift, LVMH has been quietly expanding its content strategy. In 2023, the group co-founded 22 Montaigne Entertainment with Superconnector Studios, a media venture tasked with securing cultural collaborations for its 75 brands, including Louis Vuitton, Dior, and Tiffany & Co. Focused on film, documentaries, and storytelling, the company marks LVMH’s strategic move into entertainment—and hints at future original productions.
From Red Carpet to Silver Screen: Chanel and AMI’s Cultural Plays
This year, Chanel returned to cinema in a deeper capacity, moving beyond red-carpet styling to directly or indirectly support four festival films. Meanwhile, AMI took a different but equally deliberate approach.
Chanel’s involvement spanned multiple sections:
- Richard Linklater’s Nouvelle Vague, chronicling Jean-Luc Godard and Breathless, featured custom Chanel looks.
- Brand ambassador Kristen Stewart’s directorial debut, The Chronology of Water, premiered in the Un Certain Regard section with Chanel’s backing.
- Competing for the Palme d’Or, The Daughters of Fire starred Chanel ambassador Lyna Khoudri in the maison’s designs.
- The animated feature Arco was produced by Remembers, a longtime collaborator on Chanel’s campaigns.
Through these layered partnerships, Chanel is weaving its cinematic essence into the fabric of the film industry.
AMI, on the other hand, opted for precision over scale. Founder Alexandre Mattiussi has long drawn inspiration from French cinema, with visuals often nodding to actors like Louis Garrel and Vincent Cassel—many of whom have become clients. This year, AMI sponsored Cannes’ Critics’ Week, launching the AMI Paris Prize, and co-produced Robin Campillo’s Enzo for the Directors’ Fortnight.
The Bigger Picture
Whether through Chanel’s immersive strategy or AMI’s targeted approach, both exemplify how luxury brands are redefining their image and value by embedding themselves in cultural narratives. No longer chasing fleeting exposure, they are looking further ahead: to shape stories at the source, where enduring value is built.
From red carpets to scripts, from styling to storytelling, luxury’s cultural playbook is maturing—shifting from superficial spectacle to meaningful co-creation.
