Agenda-setting intelligence, analysis and advice for the global fashion community.

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)

Marc Bain

01 March 2024

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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Pharrell at Louis Vuitton: Has Luxury Outgrown Fashion?

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About the author

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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