recently in New York's Guggenheim Museum was held prize, established by Hugo Boss. Laureatkoy born in Palestine became Dzhasir Emily (Emily Jacir). She receives a stipend of 100 thousand dollars, a retrospective of her works will show in the Guggenheim Museum next year.

world of art and fashion world friends have a very long time. But you can also make friends in different ways. While companies such as Louis Vuitton and Gap invite artists as designers, to better promote their products, Hugo Boss prefers a more traditional approach - Patronage. In both cases, buyers are beginning to associate the brand with the actual art, which is very beneficial effect on levels of sales.

Of course, characters from the glamor hangouts always a pleasure to buy a handbag with a print from any fashionable artists, than the same bags in which these prints there. Teshit buyers and the realization that the company-producer is a very correct thing - supports young (and older) talent. The same feeling occurs when you buy things from recycled materials or cosmetics, not tested on animals: the pleasant, and helpful to society. In general, both strategies are good. But the one that chose Hugo Boss, is best suited to the current economic situation, as well as less dependent on the purchasing power of the lovers of luxury goods.

Hugo Boss Prize was established in 1996 (in conjunction with the Guggenheim Foundation) and is issued every two years. It is designed specifically for artists in the middle of his career. That is not exactly «so arrogant young», but not yet the Patriarchs. The winners will receive 100 thousand dollars and the solo exhibition at the New York museum. Hugo Boss has also sponsored other projects Guggenheim Museum, including the ongoing exhibition loud theanyspacewhatever .

But what Hugo Boss is certainly not going to do is to use art in order to advertise their products. No scarves or T-shirts with a print of Emily Dzhasir you do not wait. According to Hugo Boss, the company holds a clear boundary between art and fashion. «There is a world of art, but we do fashion, - said the head of department of corporate communications and project support for the arts Hordis Kettenbah (Hjördis Kettenbach). - If you are confused, you get a solid business. We do not want to lose our good reputation in the art world ».

Of course, think so much more. The same Louis Vuitton, for example, has long attracted artists to design their products. In 2003, Takashi Murakami (Takashi Murakami) established for a series of Vuitton handbags, who used a frenzied popularity. Along with Murakami fashion house created hitherto unseen miracles: in particular, mainly «example» in the exhibition the artist in Los andzhelesskom Museum of Modern Art has become a boutique real Louis Vuitton, where it was possible to buy a lot of stylish knick-knacks. Vuitton is friendly not only with Murakami. Recently, the art director of fashion house Marc Jacobs (Marc Jacobs), invited as the designer of another renowned artist, Richard Prince (Richard Prince). For the spring collection of 2008 Prince created a very nice handbag, which was represented by models dressed as nurses in the famous mad scenes artist. In January, it staged a handbag chic «premiere» in the Guggenheim Museum, which at that time, an exhibition of Prince.

fashion brand Gap, for the middle class, are not lagging behind. This year the company introduced the T-shirts, pointing out that artists who participated in the Whitney Biennial. In addition, Gap stores also appeared «art icons», released on the occasion of the presidential elections in the United States. Pictures of these icons have provided well-known authors, such as Kara Walker (Kara Walker) and John Baldessari (John Baldessari).

but Hugo Boss is not so. The company tries to attract primarily people who have the same monitor that is that they eat and hang on the walls, but are not willing to shout about it at all angles. Customers Louis Vuitton, on the contrary, seek to tell the world that they knew who the Prince, and Murakami, so his art is not only on the walls, but on the bags.

However, Vuitton is also engaged in patronage and support of young artists. For example, in the Parisian fashion house has a boutique art gallery. There you can get on the elevator, the designer who became the author of «New York City Waterfalls» Olafur Eliasson (Olafur Eliasson). Companies Hermès and Ferragamo to exhibit works of art in its boutiques. But beyond all the brand went Prada. In 1993, the head of fashion house Miuchcha Prada (Miuccia Prada), opened in Milan fund, where you can see the works of contemporary art. His art director Germano Chelant (Germano Celant) is also the curator for the Guggenheim. Each year the Foundation organizes the exhibition of two artists. But no handbags and T-shirts they do not decorate.

But many of the buildings, where Prada puts its stores, except as «art» not call. For example, a New York boutique fashion house located in a building designed by Rem Koolhaasom (Rem Koolhaas).

Now producing expensive clothes are not in the best possible situation: their clients are affected by the global economic slowdown, prefer to save. But, despite the crisis, mutually beneficial friendship between fashion houses and designers are still very strong. According to Hordisa Kettenbaha company Hugo Boss is not going to give up their bonuses. «We have invested in it so much money and effort - he says. - It would be foolish to surrender solely because of one bad year».

Material prepared Yulia Maksimova

Sources: artinfo.com , artinvestment.ru