But few people know that Chanel has long been much more than just a fashion accompaniment to the festival. Why does it quietly finance films, help with costumes, and influence the careers of today's biggest stars?

Every year at the Cannes Film Festival, iconic Chanel dresses shine on the world's most famous actresses. But behind this glittering facade lies a much more complex strategy that the fashion world has so far largely ignored. For several years now, Chanel has been quietly and strategically involved in the very heart of film production. It's not just about clothes – it's about influencing the world of film itself.

Quiet support for blockbuster films

At this year's festival, Chanel was directly or indirectly involved in the creation of four major films. The first is Nouvelle Vague by director Richard Linklater, which captures the making of Jean-Luc Godard's cult film Breathless.

Actress Zoey Deutch, who plays Jean Seberg, wears accessories from the Chanel collection, which the brand created especially for the film. Chanel is even more vocal in its support of its long-time ambassador Kristen Stewart, who is making her directorial debut in Cannes with her film The Chronology of Water. The film will be screened in the prestigious Un Certain Regard section.

Another title is Les Aigles de la République, for which Chanel worked closely with costume designer Virginie Montel to dress its other ambassador, Lina Khoudri. In addition, Chanel is supporting the animated film Arco by French director Ugo Bienvenu, whose studio Remembers has previously created short films and campaigns for Chanel.

Strategic alliances with movie stars

Chanel's support for cinema goes far beyond mere fashion collaborations. The brand has previously supported films such as Spencer, starring Kristen Stewart, and The End by Joshua Oppenheimer, starring Tilda Swinton. Also worth mentioning is last year's film Little Girl Blue starring Marion Cotillard, which Chanel significantly supported behind the scenes without making a big deal about it. Chanel's "quiet diplomacy" is not limited to films. Chanel also shoots special content for major film events, such as last year's interview with Catherine Deneuve and director Christophe Honoré in Cannes, which later led to a deeper collaboration—Honoré even designed the set for last year's Chanel Haute Couture show.

Luxury houses are conquering the film world

Chanel is not the only luxury brand to be heavily involved in the film industry. Saint Laurent Productions is enjoying success with films by directors such as Jacques Audiard and David Cronenberg, while the LVMH group recently launched a new division, 22 Montaigne Entertainment, which aims to connect film with luxury brands such as Dior and Louis Vuitton. Artémis, the Pinault family's company, has acquired a majority stake in the talent agency CAA, which represents stars such as Zendaya and Brad Pitt. Nevertheless, the connection between the Chanel brand and the Cannes Film Festival remains unique. It's not just about fashion and celebrities—it's about the deeper influence on the contemporary film industry that Chanel is shaping quietly but with a significant impact. The red carpet is just the tip of the iceberg. The real story is happening much deeper.