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Mode et cinéma : comédie romantique ou mariage de convenance ?

Author

Listed:
  • Stoyan V. Sgourev

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

Abstract

La décision du géant mondial du luxe LVMH de créer 22 Montaigne, une division dédiée au divertissement, en partenariat avec l'américain Superconnector Studios, confirme le passage accéléré, dans de nombreuses industries, du produit au contenu, de l'objet à l'image : la production de biens matériels cède de plus en plus à la vocation d'offrir des expériences personnalisées qui créent un sentiment d'exclusivité. En outre, les liens du luxe avec l'univers du cinéma ne sont pas nouveaux, que l'on pense aux collaborations de grands couturiers à certains films, à la présence des groupes au Festival de Cannes, ou encore, à l'association d'acteurs et d'actrices avec des maisons de couture. Les marques de luxe aiment aussi avoir recours à des créateurs pour leur publicité, comme, par exemple, Wes Anderson qui a tourné plusieurs films pour Prada, entre court-métrage et promotion classique.

Suggested Citation

  • Stoyan V. Sgourev, 2024. "Mode et cinéma : comédie romantique ou mariage de convenance ?," Post-Print hal-05614304, HAL.
    • Handle: RePEc:hal:journl:hal-05614304
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