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Sep 4, 2022
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The Venice Film Festival is increasingly attracting the luxury industry

Translated by
Sep 4, 2022

Venice is continuing to be more attractive than ever, especially among fashion houses and the luxury sector, which in this post-pandemic period are multiplying the events organized in the city, from fashion shows to cultural initiatives, including all types of sponsorship and exclusive events. After the Saint Laurent, Valentino and Pierre Cardin shows and the Art Biennale held in April, it is now the Venice Film Festival's turn to offer fashion brands another opportunity to stand out in the Italian city.

Saint Laurent to organize a special evening in Venice in honor of Catherine Deneuve - ph Helmut Newton Foundation

Press releases have been pouring in since the opening of the 79th edition of the Italian film festival on August 31, which will end on September 10. Not only to announce, as per usual, the brands each actor will be wearing, but to announce all sorts of initiatives, starting with the much anticipated evening organized by Saint Laurent in honor of Catherine Deneuve that will be open to the public.

"A Night with Deneuve" will be held from 11 p.m. to early morning at the Teatrino of Palazzo Grassi on September 6 with the screening of some of the French actress's most iconic films. Saint Laurent's current creative director, Anthony Vaccarello, wished to pay tribute to the muse and friend of Yves Saint Laurent, who is still very much associated with the house. As guest of honor of the Mostra, Deneuve received a Golden Lion for her entire career at the opening night of the festival on Wednesday.

Meanwhile, Cartier is organizing several parties and events throughout the week, including the opera "Les larmes d'Eugénie" created in virtual reality by Mélanie Laurent. The luxury brand will also be presenting the "Cartier Glory to the Filmmaker" award to American director and screenwriter Walter Hill on September 6 as part of the festival, of which it is one of the main sponsors. Armani Beauty will also be presenting the "Orizzonti Extra" spectator award.

The LVMH group's eyewear manufacturer, Thélios, has also joined the Mostra, becoming this year's exclusive official eyewear sponsor of the festival via a three-year partnership. The company has set up shop in a suite at the prestigious Hotel Excelsior, on Venice's Lido, where the event takes place. Thélios will be presenting its new eyewear collections, while organizing exclusive experiences for its customers and press conferences for selected films.

A scene from the film Rencontre(s) by Mathias Chelebourg promoted by Chanel - Labiennale.org

Chanel is also participating in the festival with a film competing in the XR creation section, "Venice Immersive". The film entitled "Rencontre(s)", directed by Mathias Chelebourg with the voice of Marion Cotillard and produced by Atelier Daruma together with the French fashion house, narrates the birth of the famous Chanel N°5 perfume.

In addition, brands and designers have chosen to organize initiatives in Venice in parallel to the film festival such as Diane von Fürstenberg, who celebrated the 13th edition of her DvF Awards on Thursday, with Hillary Clinton in attendance, honoring female figures who have strived to improve the lives of women. The designer presented the Lifetime Leadership Award to Christine Lagarde.

Italian knitwear brand Cruciani, recently acquired by Orlean Invest Holding, organized a gathering around the theme of fashion and cinema, taking advantage of this high-profile opportunity to talk about its newest projects. On the other hand, fashion house Ermanno Scervino took the opportunity to inaugurate a boutique in Venice in Calle Larga XXII Marzo with a dinner and party reserved for its valued customers. What could be more chic than the magical setting of Venice for this lineup of glamorous events?

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