The fashion-and-luxury conglomerate LVMH has created a new entertainment division called “22 Montaigne” to create content for their 70 brands, including Louis Vuitton, Fendi, Tiffany & Co., Dior, and Marc Jacobs to name a few.
Their new content creation division has partnered with Superconnector Studios, who most famously has worked with Nike’s in-house entertainment division called Waffle Iron Entertainment.
Their content creation thesis is “brands can create better content that is entertaining and that people actually want to see.”
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As someone passionate about branding, I think brands are best positioned to create compelling and entertaining content for themselves, because no one else can capture the authenticity of their story better than they can.
Executing on LVMH’s new content creation strategy with Superconnector Studios is easier said than done. Each of LVMH’s 70+ brands are distinct and run as separate companies, so a centralized approach will never work. LVMH’s new 22 Montaigne will operate using “a ranking and filtering system based on a series of objective criteria.” according to Jae Goodman, one of the co-founders of Superconnector Studios.
According to Hello Sunshine CEO Sarah Harden “Given that the overwhelming majority of luxury consumers are women, and that the worlds of fashion and luxury have long been driven by iconic women, it’s only natural that many of the stories within LVMH’s Maisons will have women at the center.”
With more consumers’ attention drifting to short form and episodic content, partnering with Hollywood production studios is a natural fit for the icon LVMH’s 70+ brands to help tell their stories in a way their fan’s consume media.
Why LVMH’s new entertainment division is the future of brand content