Dior this week formalised a two-year partnership with American independent production studio A24, known for productions such as The Drama, Marty Supreme or Babygirl. As part of this collaboration, the Maison becomes the main partner of the Cherry Lane Theatre, a century-old New York venue in the West Village, acquired by A24 in 2023.
The launch of the partnership took place at the Cherry Lane Theatre, on the occasion of the first anniversary of its reopening under A24. L'annonce was accompanied by a campaign broadcast on social media, featuring Jonathan Anderson alongside singer and actress Sabrina Carpenter.
A deliberate diversification
Interrogé about the motivations behind this alliance, Jonathan Anderson explains: « La mode ne fait pas partie de l'imaginaire collectif du moment ». He details the ambition behind the tie-up with A24: « Nous devons diversifier nos activités. Avec A24, nous cherchons une manière de nous inscrire dans le zeitgeist culturel. Est-ce au théâtre ? Dans les blockbusters ? Nous ne le saurons qu'en nous lançant dans un processus d'expérimentation pour déterminer la suite. » He adds that the stakes are mainly about credibility and winning over the younger generation, rather than product placement: « Il s'agit de crédibilité. Pour moi, l'enjeu est surtout de séduire la jeune génération. Et cela ne signifie pas qu'il faille absolument un sac à main sur un écran de cinéma pour le vendre. Il s'agit de vendre l'idée qu'une marque est authentique ».
Theatre as a testing ground
As part of the launch, a performance titled "Both Ends" was presented at the Cherry Lane Theatre. Interprétée by cabaret artist Justin Vivian Bond and directed by Zack Winokur, it draws directly on poet and playwright Edna St. Vincent Millay, one of the theatre's founders. Jonathan Anderson designed bespoke costumes for the occasion.
A trajectory already under way at LVMH
This initiative is part of a broader movement bringing luxury players closer to the cultural industries, echoing film initiatives already seen at Saint Laurent, Chanel or Prada. In 2023, Saint Laurent had announced the creation of Saint Laurent Productions, its own film production company. In 2024, the LVMH group, owner of Dior, had for its part indicated it wanted to develop its own film, television and audio formats, through the launch of 22 Montaigne Entertainment.
In time, Dior is also expected to support certain films produced by A24, though the precise nature of this support has not been detailed at this stage.
