The documentaries Alexandre Mattiussi: Birth of an Ami Collection and Jacquemus: The Prince of Today's Fashion offer intimate portraits of these two iconic French fashion designers. Through exclusive images and never-before-seen testimonials from renowned personalities, these films offer a privileged behind-the-scenes look at the major French fashion houses that are redefining the codes of contemporary luxury.
Joséphine Létang, Director of International Distribution and Marketing at Arte Distribution, talks about the uniqueness of these films and their appeal to international broadcasters looking for premium content on French fashion and luxury.
Unifrance: How do these documentaries on Alexandre Mattiussi and Simon Porte Jacquemus fit into your catalog?
Joséphine Létang: We're delighted to have these films in our catalog, as part of a rich and varied fashion line-up. These portraits offer an intimate look at the career and vision of these two iconic designers shaking up the contemporary scene. They complement a selection of documentaries highlighting the great figures of fashion and the image of French luxury, a savoir-faire that continues to fascinate international audiences.
These documentaries take a behind-the-scenes look at the creation of AMI's next collection, and the preparation of Jacquemus' catwalk show, while looking back at the history of the creation of these labels. What do these documentaries have in common and what makes them special?
JL: Both offer exclusive behind-the-scenes access to the fashion world, as well as an intimate look at two designers who are redefining the codes of contemporary luxury. AMI delves into Alexandre Mattiussi's creative process, revealing his exacting standards, his authenticity and his desire to dress a generation with style and simplicity. Jacquemus retraces the success story of Simon Porte Jacquemus through ten years of previously unseen archives and pulls back the curtain on his latest fashion show, revealing an audacious approach and an independence that challenges the codes of luxury.
These captivating portraits provide a close-up view of these charismatic personalities and their creative process, appealing to a broad international audience passionate about luxury, design, and innovation, thanks to exclusive, premium content on the world of fashion.
The AMI and Jacquemus brands, and French fashion in general, are enjoying great success internationally. What about these documentaries appeals to international audiences and enhances their export worldwide?
JL: They each highlight the influence of French culture on fashion and the spectacular staging of catwalk shows. Jacquemus transports us to iconic locations, such as the lavender fields of Provence or the Château de Versailles, while AMI recreates the atmosphere of a Parisian building in the dead of night for its latest show. These sublime settings, while asserting their modernity and unique vision, literally take the viewer on a journey of dreams.
The AMI and Jacquemus labels benefit from huge communities on social networks, another major asset that reinforces the appeal of the documentaries and their export potential.
Jacquemus also benefits from exclusive testimonials from international celebrities such as Eva Longoria, Victoria and David Beckham, Gigi Hadid, Monica Bellucci, Aya Nakamura, Emily Ratajkowski, and Rihanna, who share their admiration for the brand and its designer. Meanwhile, AMI features icons such as Laetitia Casta, Diane Kruger, and Lou Doillon, who parade on the catwalk for the label and embody its timeless elegance.
With exclusive behind-the-scenes access, spectacular images, and renowned participants, these documentaries offer premium content perfectly calibrated to appeal to broadcasters looking for programs on luxury, creation, and the global influence of major fashion houses.
In what territories and contexts have these two documentaries already found their audience so far, especially internationally?
JL: They've already been acquired by several international territories. Jacquemus has been sold in Eastern Europe, the MENA region, the USA, and Portugal, while AMI has been acquired by broadcasters in the USA and the Middle East. Interest in these films remains strong, and AMI enjoys a large fan community in Asia, making it a promising market.
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