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
Denne historien er fra March 2020-utgaven av Tatler Malaysia.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra March 2020-utgaven av Tatler Malaysia.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
How Working Out Transforms Your Skin
When we think about the benefits of exercise, glowing skin might not be the first thing that comes to mind. That said, getting that sweat going is not only great for your body but also an absolute game-changer for your skin
Mane Attraction
Dr Chang Chee Seong of Kaiteki Clinic shares his expert insights on hair loss, from the most common causes to cutting-edge solutions and what to expect on the journey of hair recovery
Body Manscaping
Discover the entrepreneurial journey of Jared Chuah, cofounder of Nateskin, and how this Malaysian brand is breaking taboos around men's grooming, particularly below the belt
Skin Superfoods
Glow from within with these six ingredients that are good for your complexion
Elevated Wellness
Discover Amani Biohacking Club: Malaysia's first biohacking society for optimal leadership and life balance
The Dior Warrior
Drawing inspiration from the world of sports and the strength of female Amazonian warriors, Maria Grazia Chiuri redefines empowered femininity as something both graceful and formidable for Dior's spring-summer 2025 collection
ASIA'S MOST INFLUENTIAL - MALAYSIA
Meet the country's most influential individuals: 100 prominent figures who are changing the landscape in Malaysia across industries in our main categories, from business and STEM, to social impact and culture.
Innovating with Purpose
Chor Chee Hoe, co-founder of Qarbotech, talks about how carbon-based innovations are changing the face of farming and ensuring a greener, more productive future
Grounded Vision
Minister of housing and local government, Nga Kor Ming shares the personal experiences and guiding principles that have shaped him, revealing the thoughtful man behind politician
Raising Penang's Bar
Backdoor Bodega's Koh Yung Shen is elevating Penang's bar scene with Penang Cocktail Week