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entertainment14h ago
From Cannes to Commerce: How Authentic Studios Is Turning Fashion Brands Into Content
- Authentic Brands Group launches Authentic Studios in 2023 to produce stories from its own brand portfolio.
- The studio consolidates multiple production arms to develop films, series, and digital content from owned IP.
- Authentic Studios aims to turn brand histories into long-term value beyond licensing.
- Plans include a Muhammad Ali series for Amazon and other projects tied to Barneys and Reebok.
- The approach centers on authenticity rather than overt product placement.
- Authentic Studios operates with an asset-light philosophy while expanding IP-driven productions.
- The business model links storytelling to brand performance, forming a ‘flywheel’ effect.
- Barneys’ revival is part of the pipeline with a drama in development tied to its opening era.
- Authentic Studios aims to lift brand 'heat' and retail performance through compelling content.
- Executives stress ROI may be indirect and not immediately transactional.
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