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Luxury fashion’s power players are ramping up their presence at the Cannes Film Festival this year, capitalising on its cultural cachet. Vogue Business reports from the premiere of Phony Wars, produced by Saint Laurent. “Ami’s sponsorship of Cannes’s Critics’ Week feels exciting and authentic because Alexandre is genuinely obsessed with cinema,” says Jenna Barnet, CEO of Sunshine, an LA and London-based creative agency specialising in building entertainment strategies for brands. (Sunshine is part of The Independents, a communications group that includes Karla Otto, Bureau Betak and Lucien Pagès Communication.) She goes on to further underline the “tremendous brand benefit” and the “undeniable halo effect the right entertainment collaboration can have for the brand”.Awesome What Number Are They On Shirt
Sarah Paulson in Ami’s SS25 campaign and Whoopi Goldberg in Ami’s AW24 campaign. “Ami’s sponsorship of Cannes’s Critics’ Week feels exciting and authentic because Alexandre is genuinely obsessed with cinema,” says Jenna Barnet, CEO of Sunshine. Ami Paris has not disclosed the amount it invested in its partnership with 2025 Critics’ Week, but the deal certainly gives the brand cultural cachet. According to Mattiussi, Ami sales held steady in the fiscal year ending February 2025, in the ballpark of €300 million, which is no mean feat against the context of the luxury slowdown. Fashion executives find themselves performing a balancing act: they have to contain costs and protect margins without compromising the future. In that context, brands may be “a bit skittish about experimenting with entertainment strategies”, as Barnet puts it. “But those who develop long-term entertainment strategies discover there are many different formats and opportunities to engage directly with their most valuable audiences.” She cites Valentino’s series of screenings showcasing the works of Italian filmmaker Federico Fellini, as well as Miu Miu’s ‘Tales and Tellers’, which includes films from the brand’s Women’s Tales programme celebrating female filmmakers. Catherine Deneuve and Leila Bekhti attend the Ami menswear SS24 show. “[Brands] who develop long-term entertainment strategies discover there are many different formats and opportunities to engage directly with their most valuable audiences,” says Jenna Barnet.
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