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The Real Reasons LVMH Is Embracing Entertainment

The luxury giant is adjusting to a shifting media landscape that has made traditional advertising channels less effective but also opened up opportunities to tell niche stories on streaming platforms.
A smiling model wearing Dior's famous bar jacket walks the runway.
A still from "The New Look" on Apple TV. (Apple)
By
BoF PROFESSIONAL

Last week, when LVMH announced the launch of 22 Montaigne Entertainment, a central platform to connect its 75 maisons with the entertainment industry, the move was about more than trying to capitalise on audiences eager to watch stories about brands from Barbie to Nike.

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Further Reading

Case Study | Fashion’s New Rules For Sports Marketing

Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.

About the author
Marc Bain
Marc Bain

Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.

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