Luxury brands and cinema: the growing financial ties between fashion and film
Luca Guadagnino's movie 'Challengers' showcases various brands, with Zendaya donning items from Adidas, Chanel, Bulgari, and Ray-Ban, along with a Loewe bag crafted by Jonathan Anderson. The film also features advertisements for Uniqlo, Nike, Adidas, OD sneakers, and Aston Martin. This surge in product placements follows Birkenstock's IPO, which was associated with L Catterton, an LVMH partner. Santo Versace became part of Minerva Pictures in 2019, earning accolades such as a César and a Silver Bear in 2023. Meanwhile, AppleTV+ produced 'The New Look', and Disney+ released 'Cristóbal Balenciaga'. François-Henry Pinault of Kering wed Salma Hayek, known for her role in 'House of Gucci' (2021). In September 2023, Kering's Artémis acquired a majority stake in Creative Artists Agency, and in April 2023, Saint Laurent established a film production company.
Key facts
- Challengers features product placement from Adidas, Chanel, Bulgari, Ray-Ban, Loewe, Uniqlo, Nike, OD, Aston Martin, Spalding, Bobolat, Wilson.
- Jonathan Anderson, Loewe's creative director, is also the costume designer for Challengers.
- Birkenstock's IPO followed its appearance in Barbie; L Catterton (LVMH partner) holds majority.
- Santo Versace joined Minerva Pictures in 2019; it won a César and Silver Bear in 2023.
- AppleTV+ produced The New Look; Disney+ produced Cristóbal Balenciaga.
- Artémis (Pinault family holding) acquired majority stake in Creative Artists Agency in September 2023.
- Saint Laurent Productions debuted at Cannes 2023 with films by Godard and Almodóvar.
- LVMH launched 22 Montaigne Entertainment in February 2024.
- Fondazione Prada's Cinema Godard runs independent weekend programming.
- Wes Anderson designed Bar Luce at Fondazione Prada in 2015.
Entities
Artists
- Luca Guadagnino
- Zendaya
- Jonathan Anderson
- Greta Gerwig
- Santo Versace
- Gianni Versace
- Francesca De Stefano
- Audrey Hepburn
- Cristóbal Balenciaga
- Hubert de Givenchy
- François-Henry Pinault
- Salma Hayek
- Ridley Scott
- Tom Hanks
- Steven Spielberg
- Jean-Luc Godard
- Pedro Almodóvar
- Pedro Pascal
- Jacques Audiard
- David Cronenberg
- Paolo Sorrentino
- Anne Hathaway
- Wes Anderson
- Aldo Premoli
Institutions
- Adidas
- Chanel
- Bulgari
- Ray-Ban
- Loewe
- Uniqlo
- Nike
- OD
- Aston Martin
- Spalding
- Babolat
- Wilson
- Birkenstock
- L Catterton
- LVMH
- Minerva Pictures
- Apple TV+
- Disney+
- Kering
- Artémis
- Creative Artists Agency
- Saint Laurent Productions
- Cannes Film Festival
- 22 Montaigne Entertainment
- Fondazione Prada
- Universal Pictures International Italy
- Cinema Godard
- Artribune
Locations
- Paris
- Rome
- Milan
- Italy
- Cannes
- France
- New York
- United States
- Cernobbio
- Largo Isarco
- Zona 5
- Switzerland