Luxury fashion brands are increasingly looking to film production as a profitable avenue, extending their influence beyond the red carpets and exclusive events of the cinema world. As the Cannes Film Festival kicks off on Tuesday, May 13, the spotlight is not just on the glitz and glamour of celebrity appearances but also on fashion houses seeking to establish themselves as key players in the world of film investment.
At this year’s festival, alongside major corporate names like Chanel and Dior, the trendy Paris-based label Ami is making its debut collaboration with the event. Founded by Alexandre Mattiussi, Ami is stepping up as a new partner, presenting the Grand Prix Ami Paris award to emerging filmmakers in the secondary Critics’ Week section.
“We’re going there humbly, in support of cinema and its actors, to accompany artistes,” said Mattiussi, the creative director of Ami. While the label’s involvement in the festival centers around celebrating talent, it also has a deeper connection to cinema. Ami has co-produced films like The Beast (2023) by Bertrand Bonello, featuring French actress Lea Seydoux, and Enzo by Robin Campillo, which will make its premiere at this year’s Cannes.
Mattiussi, 44, sees a strong connection between fashion and film. “In a way, fashion and cinema are the same job,” he explained. “I also tell stories through clothing. A runway show has a context, music, and this idea of spectacle – it’s a narrative process too.” However, Mattiussi clarified that while his label contributes to films, he doesn’t consider himself a film producer. “That would be pretentious,” he said. “I don’t get involved in the scripts or creative decisions.”
Ami’s contributions to the world of cinema include providing costumes for The Beast, much like Jonathan Anderson, the newly appointed creative director of Dior Homme, did for Luca Guadagnino’s 2024 film Queer. Anderson’s runway shows have long been a gathering point for stars such as Timothee Chalamet and Tilda Swinton.
Other fashion houses are expanding their presence in the film industry as well. Saint Laurent, for example, has established a division called Saint Laurent Productions, which is dedicated to cinema. Led by current artistic director Anthony Vaccarello, this division aims to co-produce two to three films per year. Saint Laurent Productions has already supported works like Paolo Sorrentino’s Parthenope, David Cronenberg’s The Shrouds, and Jacques Audiard’s highly anticipated 2024 musical Emilia Perez.
Kering, the parent company of fashion powerhouses like Gucci, Saint Laurent, and Balenciaga, is also a sponsor of a prestigious Cannes prize: “Women In Motion.” This award recognizes individuals who have advanced the role of women in both cinema and society, with Australian actress Nicole Kidman set to receive this year’s honor.
Meanwhile, L’Oreal, the official makeup partner of the festival for 28 years, continues to sponsor a prize that celebrates “women in cinema.” L’Oreal’s logo can be spotted on the faces of stars such as Eva Longoria, Helen Mirren, Andie MacDowell, Viola Davis, and Aishwarya Rai.
In a new twist this year, French carmaker Alpine has joined as a sponsor, aligning with the Directors’ Fortnight section of the festival. Alpine will showcase its sports cars along the famous La Croisette, adding another layer of luxury branding to the event.
As luxury fashion houses delve deeper into the world of film, their partnerships continue to blur the lines between two influential industries, creating exciting new opportunities for investment and creative collaboration.
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