Stroll through the galleries of the Louvre, the Metropolitan Museum of Art or the British Museum and you’ll find plenty of masterpieces that weren’t created as art for art’s sake. They were custom orders from royalty, the Catholic church or even successful merchants—like the Medici family, who’ve become shorthand for art patronage.
Today, our concept of an artist is usually someone working independently. But with more and more brands keen to benefit from the halo effect of collaborating with artists, fashion houses are becoming major art patrons. The recent Art Basel Miami Beach hosted so many brands it could have passed for an unofficial fashion week. Among them: Bottega Veneta, Loewe, Versace, Miu Miu, Chloé and Gucci.
But why so cosy, and why now? With traditional marketing methods in decline, companies are looking for new ways to cut through the noise and build their image. By working with artists, brands gain a certain intellectual and creative cachet, while artists reap financial and often logistical support, not to mention increasing the value of their work.
It’s also personal. For fashion industry titans such as Bernard Arnault and François Pinault, art collecting is a passion—and a way of leaving a legacy. For designers, the visual appeal of art is clear. A quick look at the inspirations of Gucci’s Alessandro Michele or Dior’s Kim Jones would reveal the symbiotic relationship between fashion and art. In the past, Michele has said: “Art is about connection. No real artist wants to make a piece and close it in a box so that nobody gets to touch it. In the same way, fashion is about connection.”
Here is a primer on the players:
LOUIS VUITTON
هذه القصة مأخوذة من طبعة March 2020 من Tatler Malaysia.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك ? تسجيل الدخول
هذه القصة مأخوذة من طبعة March 2020 من Tatler Malaysia.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
Waves of Wonder
Chaumet's Ondes & Merveilles high jewellery collection invents a unique language of the sea, capturing the colours and joy of life within and around the expansive depths
Bright, Light, Bella
Bella Hadid's star shines brighter as the new face of Chopard's iconic Ice Cube collection
Beauty Playbook
We tapped the British make-up extraordinaire Pat McGrath to talk all things beauty as she takes us through her early beginnings, creative process, make-up tips and more
The Chloé Woman, Reborn
As we head into fall-winter 2024, let's unpack one of the most anticipated collections of the season-Chemena Kamali's homecoming collection for Chloé
To the Mun and Back
Korean actress Mun Ka-young opens up about her dream destinations and her non-negotiable in-flight skincare essentials
One Step at Time
We speak to Edgardo Osorio, founder of luxury footwear brand Aquazzura, on his vision of comfort and glamour, from weddings to world stages
Seams Like Art
Eleen Tan, a fashion illustrator and art lecturer, talks about finding success and fulfilment in the fast-paced fashion industry without sewing a single stitch
POWERFUL LITTLE PERFORMER
In both her wardrobe choices and acting roles, Eyka Farhana demonstrates remarkable range
HOT DAME!
Meet the chic 89-year-old great-grandmother whose story of family and romantic reunion is as awe-inspiring as her timeless elegance
Digital Transformation
Newly appointed managing director of Microsoft Malaysia Laurence Si brings 30 years of experience to the role