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The Paris-based conglomerate that oversees 70-plus brands has announced the launch of a new entertainment division.
By Kevin Dolak
Global luxury powerhouse Louis Vuitton Moët Hennessy has announced that it will be expanding its position in entertainment for its dozens of brands with the launch of a new division.
22 Montaigne will explore opportunities for the LVMH brands like Dior, Tiffany & Co. and its namesake brands Louis Vuitton and Moët, to collaborate with entertainment creators, producers and distributors on film, TV and audio projects. Conceived in partnership with Jae Goodman and John Kaplan, founders of the consultancy firm Superconnector Studios, the name comes from LVMH’s address in Paris’ 8th arrondissement.
The move marks a further blurring of the lines between the lucrative worlds of high-end fashion and entertainment. Pharrell Williams is currently at the creative helm at LVMH’s flagship men’s brand, House of Gucci was one of 2022’s box office hits, and Inside the Dream saw Bulgari open its doors to filmmakers for an exclusive journey into the world of fine jewelry with creative director Lucia Silvestri.
LVMH North America head Anish Melwani said in a statement that the division will complement the direct engagement activity of its brands. “At LVMH, we see each house as a house of stories, a distinctive creator of culture,” he added.
22 Montaigne will be overseen by a committee of LVMH executives led by Antoine Arnault, who is the LVMH head of image and environment, among other roles, and Melwani, chairman and chief executive officer of LVMH North America.
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