Making movies / Los Angeles
Narrative threads
Film and fashion have long been co-stars but several European luxury houses are now moving into the producer’s chair. Launching their own filmmaking divisions, these labels are not only spotlighting their clothes on-screen but elevating their brands through the power of storytelling.
The past couple of years have been brutal for Hollywood, with the 2023 actors’ and writers’ strikes miring the big studios in financial difficulties and having long-term repercussions for production schedules. But there is a crack of light over the Santa Monica mountains. European fashion houses are planting their flags in the entertainment industry and making major investments that are re-energising Tinseltown and shifting industry dynamics.
In late 2023, François-Henri Pinault, the owner of French luxury group Kering, took a majority stake in…
