The Independents has acquired more than a dozen companies in the last two years. The result is a conglomerate that has never before existed in fashion.
For two days in April, during the Salone del Mobile design fair in Milan, the fashion brand Miu Miu hosted a book club. It was quite an undertaking, one that involved only a small amount of actual reading.
Produced to the exacting taste of Miuccia Prada, the event, a cultural experience of sorts to promote the arts, involved the creation of a 96-page branding guide, which included a color palette of six shades of orange, blue and ocher, as well as a custom logotype and its application across posters, banners, digital ads, menus, coasters, pencils, notebooks and more. Guests sat on tasseled couches, lit by table lamps. The dress code was Miu Miu, of course.
Executed with the help of two external agencies — 2×4, the New York design firm founded by Michael Rock, Susan Sellers and Georgie Stout in 1994, and Kennedy, the London experiential design agency founded by Jan Kennedy in 2000 — the second annual Miu Miu Literary Club attracted more than 2,000 attendees, among them the International Booker Prize winner Geetanjali Shree.
Both 2×4 and Kennedy have collaborated on all manner of “activations,” as events like this are known in marketing speak, but after decades of operating independently, the firms are now under the same ownership, having recently sold majority stakes to a rapidly growing entity called the Independents. In fact, they are two of 13 such small companies to be gobbled up in the last two years, joining a total of 19 agencies worldwide.
A Unique Collective
The Independents was founded in 2017 when Isabelle and Olivier Chouvet and a third partner, Alexandre Monteux, merged K2, their Shanghai event and production company, with Karla Otto, a veteran fashion and luxury public relations firm. Together, their clients included Chanel, Cartier, Celine, Moncler, Valentino and Nike. The Independents’ original funding came from the private equity firm Cathay Capital, which was bought out in 2023 with a new round of $580 million funding led by a bank pool, TowerBrook Capital Partners, and Banijay, a strategic long-term investor that has the opportunity to increase its investment in 2026. Mr. and Ms. Chouvet remain majority investors.
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