Press commentary on Gant’s experimentation with filmmaking as more product companies aim to create media content. Read the full article here.

On the growing media trend among product companies:

Brands producing documentaries is nothing new. Last year, Chanel unveiled plans to co-produce a documentary for Netflix. However, unlike Gant, the Chanel documentary was about the company itself.

“I think the common line here with a lot of fashion brand-produced films is that fashion shows are losing relevance, so there has to be other ways for these brands to engage people,” said Richie Siegel, founder and lead analyst at retail consultancy Loose Threads. “I applaud that they are trying something new, but I think the real question is how the distribution model will play out.”