Fashion Powers Up in Cannes: From tracks to movie sets

Luxury fashion labels increasingly extend their influence beyond the red carpet and the exclusive parties of the world of cinema, becoming partners of filmmakers and production companies. At the Cannes Film Festival of this year, which begins on Tuesday, the labels aim to show their haute couture creations and credibility as investors in the entertainment industry.

Celebrating its 78th edition from May 13 to 24, 2025, the Cannes Film Festival remains the most prestigious and widely covered event in the film calendar. By attracting more than 30,000 industry professionals and 5,000 journalists every year, the festival continues to serve as a world crossroads for cinema and culture, only surpassed by the Olympic Games in terms of visibility of the media.

Together with the heavy corporate weights such as Chanel and Dior, the modern label based in Paris, AMI and its founder, Alexandre Mattiussi, join the festival for the first time.

AMI will present a new prize for emerging talent, the Ami Paris Grand Prix, during the section of the Critics Week, a parallel program that highlights the fresh voices in the cinema.

“We are we humbly there, in support of the cinema and its actors, to accompany the artists,” said Mattiussi, who serves as creative director of his brand, in a statement to the AFP.

Beyond its fashion praise, Ami has also co -produced several films, including The Beast (2023) by Bertrand Bonngelo, starring French actress Léa Seydoux and Enzo de Robin Campillo, which will be released in Cannes this year.

“Fashion and cinema are, in a way, the same job. I also count stories through clothes. A parade has a context, music and this idea of ​​show: it is also a narrative process,” said the 44 -year -old designer.

Even so, Mattiussi emphasized that he does not see himself as a film producer. “That would be pretentious,” he added. “I don't get involved in creative scripts or decisions.”

His seal contributed to costumes for the beast, just like Jonathan Anderson, the newly appointed creative director of Dior Homme and previously in Loewe, did it for the 2024 film by Luca Guadagnino.

For years, Anderson's shows have also doubled as meeting points for film figures, including Timothée Chalamet and Tilda Swinton.

Expanding roles

Other fashion houses continue to expand their footprint in the cinema. Saint Laurent now operates a dedicated film division, to know, Saint Laurent Productions.

Directed by the artistic director Anthony Vaccarello, the division aims to co -produce two or three films annually. He has already supported Producciones by Paolo Sorrentino (Parthenope), David Cronenberg (The Showds) and the musical of Jacques Audiard 2024 Emilia Pérez.

KERING – Gucci Matrix Company, Saint Laurent and Balenciaga – Sponsors a prominent prize of Cannes, women in motion, which honors people who advance the role of women in cinema and society. This year's recipient is Australian actor Nicole Kidman.

L'Oréal, the Festival's official makeup partner for 28 years, also presents an award that celebrates “women in the cinema.” In return, its logo gains high visibility in red carpets next to stars such as Eva Longoria, Helen Mirren, Andie Macdowell, Viola Davis and Aishwarya Rai.

A new participant this year is the French car manufacturer Alpine, which has been associated with the fortnight of the directors, another key section of the festival. Alpine plans to show her sports cars along the iconic Cannes boulevard, the croisette.

Fashionnetwork.com with AFP