PARIS — Ramping up the profile of its fashions and accessories in a celebrity-obsessed culture, Kering said it would become an official partner of the Cannes International Film Festival for the next five years.
Parent of Gucci, Saint Laurent, Alexander McQueen, Brioni and other brands, the French group also said it would highlight the contribution of women in the film industry by organizing discussion sessions during the festival, whose 68th edition is scheduled for May 13 to 24, 2015.
Other official partners at Cannes include beauty firms L’Oréal Paris and Dessange plus jewelry maker Chopard, meaning Kering’s Boucheron, Pomellato and Qeelin names are excluded as partners.
Still, its clothing and accessories brands would “benefit from an exceptional media exposure throughout the event,” Kering said.
“Film, as a universal, contemporary and diverse art form that mirrors society and is accessible to all, represents Kering’s choice of cultural engagement,” said François-Henri Pinault, chairman and chief executive officer.
Via its various brands, Kering also supports the Tribeca Film Institute in New York and the Venice International Film Festival. In addition, Gucci has sponsored the restoration of a number of films since 2006, including “La Dolce Vita” and “Rebel Without a Cause.”