The new production studio, named after the address of the group's headquarters in Paris, will create film, television and audio content for all of the group's more than 70 brands.

It seems like a natural move and consistent with the current course of events.

Just think of the countless collaborations that the group makes with creators, actors and personalities from the world of cinema, such as Zendaya with Louis Vuitton or Anne Hathaway with Bulgari.

Not to mention the success that all the TV series and films focused on the world of fashion have had lately.

The objective is clear: to further strengthen the already present and very solid link between fashion and entertainment.

They are not the first to make this type of move, last year Kering also showed interest in the cinematographic world by acquiring shares in the Creative Artists Agency, just as Saint Laurent also decided to open "Saint Laurent Productions".

We will therefore see in the coming years whether it will be a winning move and who will succeed in the task of describing fashion, heritage and luxury in the most correct way.