Fashion powers up at Cannes: From runways to film sets
Luxury fashion labels are increasingly extending their influence beyond the red carpet and exclusive parties of the cinema world, becoming partners with filmmakers and production companies. At this year's Cannes film festival, which begins Tuesday, labels aim to showcase their couture creations and their 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 cinematic calendar. Drawing more than 30,000 industry professionals and 5,000 journalists each year, the festival continues to serve as a global crossroads for cinema and culture — second only to the Olympic Games in terms of media visibility.
Alongside corporate heavyweights such as Chanel and Dior, the trendy Paris-based label Ami and its founder, Alexandre Mattiussi, are linking up with the festival for the first time.
Ami will introduce a new award for emerging talent — the Grand Prix Ami Paris — during the Critics' Week section, a parallel program spotlighting fresh voices in cinema.
"We're going there humbly, in support of cinema and its actors, to accompany artists," said Mattiussi, who serves as creative director of his brand, in a statement to AFP.
Beyond its fashion accolades, Ami has also co-produced several films, including The Beast (2023) by Bertrand Bonello, starring French actress Léa Seydoux, and Enzo by Robin Campillo, which will premiere at Cannes this year.
"Fashion and cinema are, in a way, the same job. I also tell stories through clothing. A runway show has a context, music, and this idea of spectacle — it's a narrative process too," said the 44-year-old designer.
Still, Mattiussi emphasized that he doesn't see himself as a film producer. 'That would be pretentious,' he added. 'I don't get involved in the scripts or creative decisions.'
His label contributed costumes for The Beast, much like Jonathan Anderson — the newly appointed creative director of Dior Homme and formerly at Loewe — did for Luca Guadagnino's 2024 film Queer.
For years, Anderson's runway shows have also doubled as gathering points for cinema figures, including Timothée Chalamet and Tilda Swinton.
Expanding roles
Other fashion houses continue to broaden their footprint in film. Saint Laurent now operates a dedicated cinema division, namely Saint Laurent Productions.
Led by artistic director Anthony Vaccarello, the division aims to co-produce two to three films annually. It has already supported productions by Paolo Sorrentino (Parthenope), David Cronenberg (The Shrouds), and Jacques Audiard's 2024 breakout musical Emilia Perez.
Kering — parent company of Gucci, Saint Laurent, and Balenciaga — sponsors a prominent Cannes prize, Women in Motion, which honors individuals advancing 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 celebrating 'women in cinema.' In return, its logo gains high visibility on red carpets alongside stars such as Eva Longoria, Helen Mirren, Andie MacDowell, Viola Davis, and Aishwarya Rai.
A new entrant this year is French carmaker Alpine, which has partnered with the Directors' Fortnight — another key section of the festival. Alpine plans to showcase its sports cars along Cannes' iconic boulevard, La Croisette.
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