The Artification of Luxury Fashion Brands: Synergies, Contaminations, and Hybridizations

Sections

Topics

Potential authors

Foreword

The artification of luxury

Franois Colbert, Full Professor, HEC Montreal

Introductory section

Preface

The introduction will present the subject and the structure of the book, and will make the case for the study of the relationship between art and fashion. It will offer a review of the various contributions in order to provide context and offer the interpretation key to the book.

Marta Massi, Assistant Professor, Universit Cattolica del Sacro Cuore

Alex Turrini, Associate Professor, Southern Methodist University, TX, USA

Chapter 1 - When Fashion Met Arts: The Artification of Fashion Brands

Chapter 1 will review the literature on the artification of fashion in order to illustrate how two apparently separated worlds, such as art and fashion, are increasingly interacting and collaborating to achieve mutual benefits.

This introductory chapter will provide the theoretical foundation to analyze the cases of art/fashion collaboration. It will also outline the main strategies used by fashion firms, i.e., 1) corporate art collections
2) corporate museums
3) exhibits and installations
4) Mecenatism (support to artists or creation of foundations)
5) sponsorships and cobranding
6) art-based fashion brand management.

Marta Massi, Assistant Professor, Universit Cattolica del Sacro Cuore

Alex Turrini, Associate Professor, Southern Methodist University, TX, USA

Part 1 - Art & Fashion Synergies

Chapter 2 - Brunello Cucinelli, a humanistic approach to fashion

Chapter 5 will focus on Brunello Cucinelli. Founded in 1978, Brunello Cucinelli has been the subject of significant interest in recent years in connection with its ability to continue to growth its brand in an ongoing connection with arts and culture. Cucinelli represents an example of "employee-centered approach humanistic capitalism." Based in Solomeo in Central Italy, where it founded the School for Arts and Craft, the company identifies its truest meaning and aesthetic research in manual work and craftsmanship, the most authentic expressions of people's humanity and creativity.

Chiara Paolino, Assistant Professor, Universit Cattolica del Sacro Cuore

Ariane Berthoin Antal, Research Fellow, WZB Berlin Social Science Center

Part 2 - Art & Fashion Contaminations

Chapter 3 - Trussardi and the art of promoting art

Chapter 3 will look at Trussardi, a brand that has showed a consistent link to the arts. In particular, it will focus on Fondazione Trussardi, an institution aimed at the promotion of contemporary art
a nomadic museum for the production and spreading of art in multiple contexts and through different channels.

Franois Colbert, Professor, HEC Montreal
Andrea Rurale, Lecturer, Bocconi University

Chapter 4 - Gucci: Branding art or art branding?

Chapter 4 will deal with Gucci, a brand that has held a fructuous collaboration with artists, created its own museum and used arts in and out its stores (e.g., Gucci Walls
Gucci Art Lab). The connection of Gucci to the arts is also fostered by the ownership of the company by Francois Pinault, who developed Palazzo Grassi and Punta della Dogana in Venice.