Not many choreographers would consider making a lifestyle brand out of their dance company. But Benjamin Millepied plans to do just that with L.A. Dance Project. He's got both the gumption and pop-culture savvy to envision a dance troupe that's as active online as it is in live performances, and sells $500 LADP designer varsity jackets to help its bottom line. Next up: directing his first feature film, inspired by Bizet's Carmen.

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