The Independents Acquires Culinary Studio We Are Ona
Fashion communications conglomerate The Independents has acquired culinary studio We Are Ona. Founded in Paris in 2019 by chef and Noma alumnus Luca Pronzato, We Are Ona produces immersive dinners, including for Chanel, Balenciaga, Coperni, Alaïa and Saint Laurent.
After working together on various projects for clients over the past few years, joining forces felt inevitable, said Independents co-founder and chief executive Isabelle Chouvet.
'We started to collaborate a lot and then it was natural that we had to officialise this union,' said Chouvet. '[Pronzato] is the only one doing what he's doing. He is able to push the boundaries of innovation, he is the only one who has the network of talents. He has the vision and understands the client's needs.'
We Are Ona collaborates with artists like Willo Perron, who has staged shows for Beyoncé and Drake; Carsten Höller, known for his interactive installations; and Michelin-starred chefs including Dalad Kambhu and Mory Sacko. Beyond producing events for brands, the firm hosts pop-ups open to the public, most recently a restaurant experience featuring a dramatic, 100-feet-long sculptural lighting installation in New York's WSA Building with fashion show producer Alexandre de Betak (whose Bureau Betak was acquired by The Independents in 2021) in May. The set of a We Are Ona-produced dinner for Balenciaga. (Courtesy)
Being under The Independents' umbrella will help We Are Ona continue expansion in the US (where it opened an office earlier this year), the Middle East and Asia, said Pronzato.
This marks The Independents' first acquisition in the culinary space; it comes as foodie culture reaches a new zenith, and as food becomes an increasingly important tool fashion brands use to engage their customers.
When it comes to food, fashion brands are raising the stakes — looking for high-production events that double as marketing moments: 'It's not only dinner to have a dinner, it's dinner to create a brand moment,' said Pronzato. 'These experiences can create an emotional link. When you sit at the table, the experience is different than when you buy a bag.'
The acquisition is The Independents' third this year, and part of an ongoing spree that began in 2023 when it set its sights on doubling in size. In April, The Independents bought design studio 2x4 and in May, Paris-based documentary production company Terminal 9 Studios. Now, the company has over 20 agencies in its ranks and counts over 1,200 employees in offices across cities including Barcelona, Beijing, London, Los Angeles, Milan, New York, Seoul, Shanghai and Paris. Group revenue totalled $800 million in 2024, according to the company.
Learn more:
Why Food Is Everywhere in Fashion Advertising
As foodie culture peaks and the cost of living rises, food is popping up more than ever in fashion imagery.
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