What: LVMH launches a new division in charge of producing movies and series.

Why it is important: Luxury is becoming much more than a product category, but a part of our culture. Department stores need to adapt to that new state of things.

LVMH Moët Hennessy Louis Vuitton is expanding into the entertainment industry by creating a new division called 22 Montaigne, in partnership with Superconnector Studios. This division aims to explore entertainment opportunities for LVMH's 70 brands, focusing on film, TV, and audio collaborations. The initiative, led by LVMH executives Antoine Arnault and Anish Melwani, seeks to leverage LVMH brands' storytelling potential, building on successful projects like "Inside the Dream" documentaries. This move aligns with the growing intersection of fashion and entertainment, aiming to produce content that highlights LVMH brands' craftsmanship and personalities.

LVMH enters entertainment sector by producing movies and series