Why Chanel is making movies and LVMH is buying a soccer club

Fashion brands are moving beyond runway and traditional advertising as competition for attention shifts to entertainment platforms. The article points to “Couture,” a June drama set during Paris Fashion Week and starring Angelina Jolie, whose producers include Chanel—now under Matthieu Blazy’s leadership. The move is part of a broader strategy by luxury groups such as LVMH, which launched 22 Montaigne Entertainment in 2024 as a film and TV arm. The goal is to build brands into “houses of stories,” including through sports and media, rather than relying on reputation alone. Streaming content and even AI attention dynamics are pushing this shift.