Fashion and art: an (increasingly) culturally stimulating relationship

Starting from sporadic initiatives, often linked to marketing, the relationship between fashion, luxury and art has increasingly transformed into a phenomenon of cultural activation. While the examples currently grow in number, Bernstein analyzed this trend and crowned the art champion of the moment

by Massimiliano Viti

From the partnership between the French brand Dom Pérignon (year 2003 and 2004, produced by Moë et Chandon) and Jeff Koons, and the one between Deodato Arte and Delvaux celebrated in Milan before Christmas 2025. Between these two temporal extremes lie more than 20 years during which the bond between luxury and art has evolved. But, how? It’s easy: starting from sporadic initiatives, often linked to marketing, it has increasingly transformed into a phenomenon of cultural activation.

A matter of connections

In 2003, Jeff Koons, one of the most controversial and talked-about artists in contemporary art, designed an eccentric support named “Balloon Venus”. Inside, it held a bottle of Dom Pérignon inspired by the Venus of Willendorf; the example that mostly reflects and represents the idea and the socioeconomic logic expressed by this collaboration. Truly different is the live performance carried out by the French artist Maxime Siau who, on December 10, at the Deodato Arte gallery (situated in Nerino street, Milan) personalized various bags from the brand Delvaux.

In the coming months, the partnership will deliver other events to the Italian boutiques of Delvaux and the spaces of Deodato Arte, creating connections between contemporary creativity and artisan traditions. The initiative is based on a program aimed at the creation of an open dialogue between Delvaux and fine arts, through the strict collaboration with the Magritte Museum, located in Bruxelles, and by working alongside with the Musée Royaux des Beaux-Arts de Belgique for the restoration of “The Americans”, the majestic fresco realized by Saul Steinberg.

Art is a form of enhanced luxury

Delvaux is only the latest example of the increasingly intense and symbiotic relationship between luxury and art. Bernstein carried out a study in which he evaluated which luxury group is the closest to reach this association with the world of art, and he took into consideration all the strategies that are being carried out by brands. For instance: by financing the restoration of artworks and monuments, by supporting events or by sponsoring museums and art galleries. Then, by partnering with artists in order to realize special editions and entire ad hoc collections. In addition, by hiring starchitects for the designing of new boutiques and, finally, by organizing special exhibitions in museums with their own products.

So, therefore, for Berstein the race to join the world of art is currently being won by LVMH, followed by Kering and Chanel. “Art is an enhanced form of luxury, in which every link between price and production costs of a specific object is irrelevant”, as highlighted by Bernstein’s analysts. “The value of art, as of beauty, is in the eye of the beholder”. It has always been intimately associated with craftsmanship and considered a luxury, which essentially means that you spend money on art when you have already satisfied the most basic needs in Maslow’s hierarchy (psychological theory represented by the hierarchical pyramid of human needs, editor’s note).

Cultural activation

The report underlines how luxury brands are taking advantage of art in order to “light up the desire” of consumers by inciting feelings capable of overcoming any kind of obstacles: social, cultural, territorial or mental barriers. Bernstein actually revolves around more “concrete” considerations, by demonstrating how the same product could be sold at a higher price when it contains the creation of an artist. An example is the Nano Speedy bag by Louis Vuitton. This piece, from an original price of sale that is established at 1260 pounds, rises up to 1740 pounds in the Yayoi Kusama version.

Fast fashion emulation

The association with art works so well for luxury (even from an economic point of view) that the biggest fast fashion brands are experimenting with it. Uniqlo offered free admission to the MOMA in New York on Friday evenings. Meanwhile, Zara, the flagship brand of the Spanish Inditex, for celebrating the 50th anniversary of its founding, invited various artists to design unique pieces, available in limited edition. A large number of examples for a path that seems to be just at its start.

In the picture, taken from the Instagram profile yayoikusama.dots, one of the artistic projects of Yayoi Kusama for Louis Vuitton.

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