A two-year partnership with A24
Dior becomes the principal partner of the Cherry Lane Theatre, a historic West Village venue acquired by A24 in 2023. Over the next two years, the House will support a programme combining film screenings, theatre productions and fashion-related events. The partnership could also extend to selected films and projects developed by the studio.
Film and theatre as new fields of expression
In an interview with the Financial Times, Jonathan Anderson explained that he does not view the partnership as product placement, but rather as a way to build cultural credibility and connect with younger generations. The announcement was accompanied by a campaign featuring the creative director alongside singer and actress Sabrina Carpenter.
A broader movement across luxury
The initiative reflects a wider convergence between luxury and the cultural industries, echoing similar moves by Saint Laurent, Chanel and Prada. In 2024, Dior’s parent group LVMH had also announced the launch of 22 Montaigne Entertainment, a company dedicated to film and audiovisual projects.
Source: Journal du Luxe
