Artists and luxury: cooperation in times of crisis
ARTinvestment.RU   22 мая 2020

How luxury brands and contemporary art help each other

Pandemic put in difficult conditions not only the art world but also the luxury industry. In terms of quarantine and in a situation when people are primarily interested in their health and living conditions in the regime of self-isolation, many luxury brands start to experience a lack of buying activity among their usual clients.

One of the ways to attract the attention of new customers, as well as to develop and expand its own presence on the web and in the world of art was a collaboration with contemporary artists. This collaboration can occur in full collaboration and with the help of various creative competitions, projects and master-классов. The details of such cooperation Artnet News told creative Director and representatives of six luxury brands — Dior, Loewe, Chloé, Celine, Bottega Veneta and Prada.

In mid-March 2020 Dior launched Dior podcast Talks, telling about cultural and social projects of the house of Dior. As guests in the first 13 episodes of the show have already visited many famous contemporary artists — from Tracey Emin and penny Slinger to Tomaso Binga and Judy Chicago. "My interest here is, of course, is to attract a wide audience, ready to start a conversation about art and fashion today" — explained the goal of this podcast Dior creative Director Maria Grazia chiuri, adding: "I am more than when-либо, believe in sharing stories and knowledge and see the role of art in our development and in moving towards a bright and progressive future."

Daniel Lee of Bottega Veneta spoke about the program of the virtual residence on the platform Instagram, in which Lee invites artists to participate in the creation of collaborations of art and commercial brands, the so-called brand-арта. Under the program, each artist is invited week to create a digital artwork based on what-либо image, designed by Bottega Veneta. "Is that-то uniting in how our content is converted to digital form, and I like the idea of unity in a time when we are so physically separated", — Lee says.

Spanish house Loewe has launched the Loewe En Casa — series master-классов in Instagram Live, where skilled designers and craftsmen carry out online-уроки in subjects such as metalwork, flower arrangement, jewelry making, manufacturing of textiles and ceramics. It involves artists Koichi IO, Sophie Rowley, Julian watts and ADI Toch. The project's Creator Jonathan Anderson, creative Director of Loewe, has long supported young artists through its annual competition Craft Prize, where the winner receives a grant in the amount of €50 thousand and the opportunity to exhibit their work in major Museum — such as the Museum of decorative-прикладного arts (Musée des Arts Décoratifs) in Paris.

Chloé also uses Instagram as the main platform for its newly launched project of Chloé Voices, which includes talks, events, visits to studios and artist's talks. "This is a space for women'svotes and a space for dialogue between these voices. It is designed to help representatives of the community Chloé to diversify their everyday life in a moving and changing society," — said creative Director of the brand Natasha Ramsey-Леви.

But the fashion house Celine, headed by creative Director Eddie Slimane, leverages Instagram TV for excursions to the studios of famous artists.

the Foundation Prada Foundation went through the classic, UNESCO donating a large sum to support the students and schools affected by the crisis. In addition, their social networks, the brand will organize regular meetings with major philosophers and artists.

the Material was prepared by Maria Kuznetsova, AI

Source: news.artnet.com