Fashion labels deepen links to Cannes film festival
Luxury fashion brands are increasingly stepping beyond the glamour of red carpets and exclusive events, forging partnerships with filmmakers and production companies. At this year’s Cannes Film Festival, which kicks off on Tuesday, these labels aim to showcase their fashion while also establishing their credibility as investors in the film industry.
Among notable players like Chanel and Dior, Parisian label AMI and its founder, Alexandre Mattiussi, are making their debut at the festival. AMI will introduce the Grand Prix AMI Paris, an award for emerging talent that will be presented during the Critics’ Week section. "We’re going there humbly, in support of cinema and its actors," Mattiussi explained to AFP, emphasizing a desire to accompany artists in their journeys.
AMI has co-produced films such as Bertrand Bonello’s "The Beast," featuring French actress Léa Seydoux, and Robin Campillo’s "Enzo," which will premiere at Cannes this year. Mattiussi notes the parallels between fashion and cinema, stating that both involve storytelling. "A runway show has a context, music, and spectacle—it's a narrative process too," he said. However, he humbly distances himself from the title of film producer, clarifying that he does not engage in scriptwriting or creative decisions.
Similarly, Jonathan Anderson, the newly appointed creative director of Dior Homme, has contributed to the costume design for Luca Guadagnino’s upcoming film "Queer." For years, Anderson’s runway shows have attracted cinema stars like Timothée Chalamet and Tilda Swinton.
Other fashion houses are also deepening their ties to the film industry. Saint Laurent has established a dedicated division, Saint Laurent Productions, aiming to co-produce two to three films annually. This division has already supported projects by acclaimed directors like Paolo Sorrentino and David Cronenberg.
Kering, the parent company of Gucci, Saint Laurent, and Balenciaga, sponsors the prestigious "Women in Motion" prize at Cannes, which honors individuals who elevate the role of women in cinema and society. This year, the award will go to Australian actress Nicole Kidman. L’Oréal, the festival’s official makeup partner for 28 years, also backs a prize promoting women in cinema, featuring its logo prominently alongside stars such as Eva Longoria and Helen Mirren.
Additionally, French car manufacturer Alpine is a new sponsor this year, showcasing its sports cars along the iconic La Croisette waterfront during the Directors’ Fortnight section of the festival.
