Read this article for free
Register for free access to limited content and email newsletters.
Already registered? log in.
We promise not to spam you or sell your information. View our privacy policy.
Fashion and luxury goods behemoth LVMH is increasing its investment in branded entertainment. The company launched 22 Montaigne, a new division that will explore content opportunities for its various brands. LVMH is home to Fendi, Kenzo, Tiffany & Co and Dior. The new division was created by Superconnector Studios, founded by former CAA Marketing exec Jae Goodman and John Kaplan, who for years have focused on the intersection between brands and entertainment.
LVMH North America chairman and CEO Anish Melwani said Superconnector will connect the entertainment industry and the company’s brands (which Melwani calls “maisons”). According to Fast Company, Goodman and Kaplan will figure out an individualized approach for each of LVMH’s brands.
Goodman an