French fashion house Saint Laurent is moving into the world of cinema with an official production banner headed by house creative director Anthony Vaccarello. It will launch its first two projects at Cannes2023
, Saint Laurent Productions will serve as a co-producer on Cronenberg and Sorrentino’s projects. It is unclear how much money Saint Laurent plans to invest in film production, butSpeaking with, Vaccarello said Saint Laurent is a brand that has always been “linked to cinema.” The new production label, he said, will provide the opportunity to expand his creative vision for the brand.
“For me, a film is something you can still see in 10, 20, 30 years if it’s a good film,” he told the outlet. “Communication-wise, doing a film has more impact on people than a collection. I’m very excited to extend that creativity into something broader and more popular.…It’s a new approach to maybe get new Saint Laurent customers.”
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