The fashion-and-luxury conglomerate is the latest major marketer to work with Superconnector Studios to bring its brands closer to Hollywood.

In 2021, Nike officially launched an internal content studio called Waffle Iron Entertainment; and in that same year, dropped two major projects: the feature documentary, The Day Sports Stood Still, about how sports reacted to COVID-19 lockdowns, and docuseries Promiseland, focusing on NBA star Ja Morant. In June 2022, Waffle Iron Entertainment announced a multiyear sports film deal with Apple TV+, and launched its first podcast, Hustle Rule, based on the best-selling book by Gwendolyn Oxenham.

Now, fashion-and-luxury giant LVMH is taking a similar approach to brand entertainment, announcing this week the creation of 22 Montaigne, a new division to explore content possibilities for its 70 brands, including Louis Vuitton, Fendi, Kenzo, Tiffany & Co., and Dior.