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In Focus
Is Saint Laurent producing films, or discreetly advertising on the big screen?

Saint Laurent creative director Anthony Vaccarello is directly involved in his company's film production activities.
Saint Laurent creative director Anthony Vaccarello is directly involved in his company's film production activities.© Studio Pachamama

Kering is investing in film production to offset the waning impact of traditional forms of advertising. Touted as production partnerships, the luxury group's approach is in fact closer to brand content, not unlike the strategy adopted by rivals LVMH and Chanel.

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