Luxury fashion labels are increasingly reaching beyond the red carpets and exclusive parties of the cinema world, becoming partners with filmmakers and production companies.
At the Cannes film festival this year, which starts Tuesday, labels will be looking to showcase not only their outfits, but also their credibility as investors.
Alongside corporate heavyweights such as Chanel and Dior, trendy Paris-based label AMI and its founder Alexandre Mattiussi have linked up with the festival for the first time.
AMI is set to present a new award for emerging talent –- the Grand Prix AMI Paris –- at the secondary Critics’ Week section of the festival.
“We’re going there humbly, in support of cinema and its actors, to accompany artists,” Mattiussi, who serves as creative director of his brand, told AFP.
But AMI has also co-produced several films such as “The Beast” in 2023 by Bertrand Bonello, starring French actress Lea Seydoux, or “Enzo” by Robin Campillo which will premiere in Cannes this year.
