Dior and A24 announce a two-year creative partnership

Luxury house Dior, a powerhouse of the LVMH group, has announced a two-year creative collaboration with production company A24. The partnership covers the film, theatre and live events sectors. This agreement makes Dior the main partner of the Cherry Lane Theatre in New York.

The partnership was launched at the Cherry Lane Theatre to mark the first anniversary of its reopening under the management of A24. The event highlighted the iconic venue's heritage with Both Ends, a unique performance by cabaret artist Justin Vivian Bond, directed by Zack Winokur. The performance was directly inspired by the poet and playwright Edna St. Vincent Millay, one of the theatre's founders.

For the occasion, Dior's artistic director, Jonathan Anderson, designed bespoke costumes and Justin Vivian Bond notably wore an archive piece by Paul Poiret. The French couturier's work served as inspiration for Dior's autumn/winter 2026 collection.

As part of this exclusive deal, Dior and A24 are committed to supporting both established and emerging creative talent through specific on-screen and off-screen programming. The aim is to create “bridges between artists and the public,” according to the press release. The house of Dior also stated that the two entities will support student projects, “offering them the opportunity to familiarise themselves with both the creative and technical dimensions of film and theatre”.

This is not the first time a fashion house of this scale has ventured into this area. In 2023, French luxury brand Saint Laurent announced the creation of a film production company, Saint Laurent Productions.

In an interview with the Financial Times, Jonathan Anderson specified that it will not be about selling bags at all. He added: “It's about credibility. For me, the main challenge is to appeal to the younger generation. This does not mean you absolutely have to have a handbag on a cinema screen to sell it. It's about selling the idea that a brand is authentic”.