Luxury giant LVMH has set up an entertainment division called 22 Montaigne Entertainment, aiming to boost its flagship products’ marketing strategies. The division is headed by a committee led by Antoine Arnault, the eldest son of LVMH CEO Bernard Arnault, and Anish Melwani, North America CEO at LVMH.

22 Montaigne Entertainment, named after the Parisian address of the LVMH group’s headquarters, is a partnership with Superconnector Studios and its co-founders, Jae Goodman and John Kaplan, as LVMH said on Thursday.

The division’s aim is to collaborate with leading entertainment creators, producers and distributors to co-develop, co-produce and co-finance films, TV shows and audio formats.

Antoine is one of Bernard Arnault’s five children. He is in charge of corporate image and environmental policies at LVMH, and negotiated on behalf of the group for its Paris Olympics sponsorship.