Fashion Brands in Film

Introduction to Fashion and Film

Beyond Cannes, many fashion brands have collaborated with film festivals around the world. For instance, Chanel has partnered with the Toronto International Film Festival, the Busan International Film Festival, and the Tribeca Festival in New York City. These collaborations demonstrate the intersectionality between fashion and film, showcasing how fashion brands can support and engage with the film industry.

Chanel’s Involvement in Film

Chanel has been a partner of the Tribeca Festival’s female filmmaker program "Through Her Lens" since 2015. This program provides support and mentorship to aspiring female and non-binary filmmakers, including an annual three-day workshop with mentorship and funding opportunities. Additionally, Chanel hosts an Artist Awards Program with the festival, donating works of art to filmmakers. This program highlights Chanel’s commitment to supporting artistic projects and careers, rather than seeking a return on investment. The brand’s goal is not to become a film producer but to support the film industry and emerging talent.

Gucci’s Foray into Film

Gucci has also made a significant foray into film, particularly with its recent short film, "The Tiger." Directed by Spike Jonze and Halina Reijn, starring Demi Moore, this film may signal more cinematic experimentation and investment under Gucci’s new creative director. Gucci has a history of supporting documentary filmmaking, previously leading the Gucci Tribeca Documentary Fund, which supported feature-length documentaries from 2008 to 2020. The brand also collaborated with the Sundance Institute to support the development, production, and post-production of documentaries that offer complex and creative perspectives on the world.

Miu Miu’s Short Film Series

Miu Miu, under the leadership of Miuccia Prada, has a long-standing involvement in the film industry. The brand launched its short film series, "Women’s Tales," in 2011, commissioning 30 productions over 15 years. This series challenges filmmakers to celebrate femininity in the 21st century with a critical eye, while giving them complete creative freedom. The only requirement is that the characters must wear Miu Miu clothing, which serves as a "counterpoint" to the film’s narrative. According to Miuccia Prada, "With Women’s Tales, we created a conversation with women about women," highlighting the brand’s commitment to exploring and celebrating femininity through film.