A wonderfully well-informed take by Financial Times' Karly Quadros, including our friend, partner and client (in that order), LVMH's Anish Melwani. Please subscribe to FT, excerpt here: -- -- ...Is it a good way to extend the brand into something even more visible and longer-lasting than a fashion show or social media post? Also yes. According to [NYU Stern School of Business Marketing Professor] Thomaï Serdari, feature films could help fashion produce “creative pieces that can showcase product, engage with the consumer emotionally and intellectually, and reinforce the positioning of the brand as part of this luxury set”. LVMH — the world’s biggest luxury conglomerate behind brands such as Christian Dior Couture, Tiffany & Co., GIVENCHY, CELINE and Louis Vuitton — started its own designated entertainment branch, 22 Montaigne Entertainment, in 2024. Several features are slated for announcement in 2026 and eagle-eyed viewers can spot a few 100-year-old Tiffany necklaces in Guillermo del Toro’s Frankenstein for Netflix. “Entertainment has an ability to generate emotions in a way that advertising simply can’t. When we invest in world-class filmmaking and content creation, there is a real opportunity to represent the craftsmanship, artistry and human stories behind our work in modern culture,” says Anish Melwani, head of LVMH North America. ... -- --
"Entertainment has an ability to generate emotions in a way that advertising simply can't" is the bar right here, Jae. Your other post on Fanatics inspired me to write about this shift in my LI newsletter dropping Tuesday, (Fanatics Studios, LVMH, Nike). Brands are building sticky annuities, not campaigns and it feels like 22 Montaigne is the proof. Would love to explore this on ThaCollaborators by ThaCollabs.
I look forward to the original content you are developing with 22 Montaigne! For my agency, CREATEOLOGY Kathryn Vanderveen Guillermo del Toro’s #Frankenstein is a treasured integration and collaboration for client Tiffany & Co. (not a 22 Montaigne project) but led by a female owned and operated agency! A dream to bring and orchestrate this groundbreaking partnership. A rare cultural opportunity to showcase the breadth and depth of The Tiffany Archives. The results have been profound! Sharing with a a new generation the value of Tiffany’s rich craftsmanship, elegance and heritage.
Great article. The real value is generosity, which brings credibility. Using the craft of Hollywood not to talk about you (as a brand) only but to help tell stories that matter to you and your audience, without only asking to be the subject. To invest in culture itself. When brands stop needing to be the hero and start being patrons of culture, something shifts. Trust grows. Relevance follows. That’s where the real power of Hollywood is for brands.
Narrative > noise. The brands that last invest in story, because memory is where real relevance lives. So excited to see the output from all this!
Transmedia… it’s the way..
Julie Bruyère’s movement direction is bringing these to life!
It’s coming! More than people know.. wink wink.. exciting!
Entertainment as the new runway... Makes total sense for brands with stories deeper than a 30 sec spot. Curious to see what LVMH does with that reach.
Great read.
https://www.ft.com/content/cf3dcb35-846b-474d-b0ec-8cc232514f29