Europe 1 with AFP 14:43 pm, April 13, 2023

The Saint Laurent brand, which belongs to the Kering group, has announced the creation of a film production company, Saint Laurent Productions. She will make her debut at the 76th edition of the Cannes Film Festival with the film "Strange Way of Life" by Pedro Almodóvar. The company is also expected to work with David Cronenberg and Paolo Sorrentino.

Luxury brand Saint Laurent announced Thursday the creation of a film production company, Saint Laurent Productions, which will make its Cannes Film Festival debut in the official selection with Pedro Almodóvar's "Strange Way of Life." "I want to work with all the great talents in cinema who have inspired me over the years and offer them a space," Saint Laurent creative director Anthony Vaccarello said in a statement.

Saint Laurent Productions will participate in the next Cannes Film Festival

The fashion house, which belongs to the Kering group, says it is the first luxury brand to count full-fledged film production in its activities. Saint Laurent Productions will participate in the 76th Cannes Film Festival from May 16 to 27 as part of the official selection with "Strange Way of Life" by Pedro Almodóvar, with Ethan Hawke and Pedro Pascal, says the press release which confirms information from the specialized site of the world of luxury Women's Wear Daily (WWD).

David Cronenberg and Paolo Sorrentino are among the filmmakers with whom Saint Laurent Productions has other release projects in the works. "These directors never fail to open my mind and, in a way, the singular and radical vision they bring to cinema has made me the person I am today," says Anthony Vaccarello.

The Kering Group already committed to the world of cinema

The creative director, in office since 2016, will design the costumes for the films produced by Saint Laurent Productions. In 2022, Saint Laurent achieved a turnover of 3.3 billion euros, up 33% compared to the previous year. The brand has not specified how much money will be invested in the films it intends to produce.

Kering is already involved in the world of cinema, notably with Women in motion which, for 9 years, "highlights women in cinema, in front of and behind the camera". This year, the award will go to Oscar-winning actress Michelle Yeoh.