LVMH has created a brand entertainment division, announcing this week the creation of 22 Montaigne, a new division to explore content possibilities for its 70 brands, including Louis Vuitton, Fendi, Kenzo, Tiffany & Co., and Dior.

This is being developed with Superconnector Studios, which has had an integral role in creating and working with the companies and their respective entertainment divisions. For Superconnector co-founders Jae Goodman and John Kaplan, this new venture with LVMH adds to the idea that they’ve championed; that brands can create better, more entertaining that people actually want to see.

“LVMH already spends a lot of money to attract and engage an audience to create culture and be married to culture,” says Goodman. “And so it wasn’t a tremendous leap for them to then suggest we could create really compelling prestige entertainment”

LVMH North America chairman and CEO Anish Melwani told Deadline that Superconnector’s role is that of connective tissue between the entertainment industry and the company’s brands (which Melwani calls “maisons”). In meeting with various studios, Melwani says there were a surprising number of projects that were already in progress that weren’t looking for money from the company, but to partner with LVMH brands to enhance the authenticity.

In terms of how 22 Montaigne will operate, since each of LVMH’s 70-plus brands are distinct, there is no centralized approach. Hello Sunshine CEO Sarah Harden says the media and production company is already working with 22 Montaigne. “Given that the overwhelming majority of luxury consumers are women, and that the worlds of fashion and luxury have long been driven by iconic women, it’s only natural that many of the stories within LVMH’s Maisons will have women at the center,” says Harden. The new division is also in conversations with Imagine Entertainment.

For Goodman and Kaplan, the conversations about working with LVMH started with a text from Hector Muelas, a longtime collaborator and colleague, shortly after he was appointed Tiffany & Co.’s chief brand officer last fall. Kaplan says Muelas called as soon as he saw the scope and scale of the Tiffany brand archive in New York. “There is a library of stories that have never been told, pens that signed declarations of peace, love letters between the most famous people in the world, jewelry—and then there’s stuff like making the Vince Lombardi trophy and the Stanley Cup. He’d like to be telling these stories.”

Those conversations quickly advanced to an overall LVMH level. “Because all these brands are all about story,” says Goodman. “They’re steeped in history, their origin stories are each unique. They’re in the business of creating desire.”

For the brands, Hollywood can help craft and tell stories that will only deepen the emotional connection they have with an audience. And for Hollywood, it has a broader promotional reach as brands use their marketing to promote a project.

Goodman says that 22 Montaigne doesn’t structure creative deals to include promotion, but it’s inherent in the overall collaboration. “What are the chances that when we go create an episodic series for Tiffany that Hector is not going to light up Tiffany’s socials and spend some of his media budget to promote the show? Of course, we’re going to support our own entertainment,” says Goodman. “And that has become much more valuable in Hollywood.”