{"id":6032,"date":"2026-01-13T17:27:32","date_gmt":"2026-01-13T16:27:32","guid":{"rendered":"https:\/\/magazine.lineapelle-fair.it\/?p=6032"},"modified":"2026-01-13T17:27:32","modified_gmt":"2026-01-13T16:27:32","slug":"fashion-art-and-that-common-aspiration-to-become-eternal","status":"publish","type":"post","link":"https:\/\/magazine.lineapelle-fair.it\/en\/focus-en\/fashion-art-and-that-common-aspiration-to-become-eternal\/","title":{"rendered":"Fashion, art, and that common aspiration to become eternal"},"content":{"rendered":"

The one between fashion, luxury and art has become a permanent connection capable of redesigning the relationship between the brand and the public. And, among the various reasons – strategic and financial ones – underlying this connection there is one that has little to do with the market in the strict sense: the desire to become eternal<\/em><\/strong><\/p>\n

by Massimiliano Viti<\/p>\n

 <\/p>\n

The ambition to\u00a0become eternal<\/strong>\u00a0is only one of the points of contact between\u00a0fashion<\/strong>,\u00a0luxury\u00a0<\/strong>and\u00a0art<\/strong>. During the latest years, various brands tried to renew and strengthen the historic connection with art through initiatives, projects and investments. They understood the importance of\u00a0becoming culturally relevant<\/strong>. In this sense, art is the means that allows them to emphasize their\u00a0identity<\/strong>, their\u00a0value<\/strong>, and to create a truly\u00a0authentic connection<\/strong>\u00a0with society. A lasting relationship that grants them the opportunity to redesign\u00a0the bond between the brand and its public<\/strong>.<\/p>\n

The ambition to become eternal<\/strong><\/h3>\n

The dual relationship between art and luxury is stratified. On the surface level, the first is capable of lending to the second\u00a0a moral and aesthetic approval<\/strong>, until reaching\u00a0a legitimacy\u00a0<\/strong>for its high prices. On a deeper note, art offers luxury\u00a0a dimension of transcendence<\/strong>, which is needed for overcoming the criteria of distinction strictly based on economic capacity, by introducing\u00a0cultural and symbolic values<\/strong>. In this way, luxury can attract, retain and build the loyalty of that segment of customers who go beyond the concept of ownership<\/strong>\u00a0and is able to give value to meaning, experience and authenticity.<\/p>\n

A dimension of transcendence<\/strong><\/h3>\n

Thanks to the creations designed by the artists, luxury can transform the limited editions into authentic creations, characterized by a defined cultural value. In other words, a bag – for instance – is no longer just a mere instrument aimed at generating hype or increasing the request. The value of the product is no longer exclusively determined by the materials used to make it and the manual skills of those who produce it. Therefore, the time needed to conceive and realize it becomes fundamental. In other words:\u00a0its own meaning<\/strong>. So, in this way luxury shifts towards\u00a0a higher and more intangible dimension<\/strong>, in which value is less arguable and more enduring. Similarly, even art benefits from its association with luxury, as fashion essentially amplifies a vision that wouldn\u2019t find the same space in traditional circuits.<\/p>\n

Exploring new expressive ways<\/strong><\/h3>\n

\u201cFashion and art are always intertwined, with artists and designers who challenged the limits of their fields and\u00a0explored brand new expressive ways<\/strong>\u201d, states\u00a0Federica Carlotto<\/strong>, director of the masters\u2019 program in Luxury Business at the Sotheby\u2019s Institute of Art. \u201cNowadays, this relationship – highlights Carlotto – is becoming more and more complex and multifaceted, with initiatives realized through new formats, channels and aesthetics. What used to be a\u00a0stylistic exercise<\/strong>, has now turned into\u00a0a language of its own<\/strong>. Then, through partnerships and sponsorships with artistic institutes and artists, luxury brands have positioned themselves as cultural agencies, by essentially\u00a0overcoming their commercial aims<\/strong>. Their cross-sectoral collaborations reflect our way of living and consuming culture: dynamic, versatile and unconventional. As such, they belong to the\u00a0world of aesthetic economics<\/strong>, which offers products characterized by a high symbolic and creative value\u201d.<\/p>\n

Symbolic Capital<\/strong><\/h3>\n

In this way, luxury labels try to intercept and satisfy the requests of a public in continuous evolution. We are witnessing\u00a0a conversion of economic capital into symbolic capital<\/strong>, cultural or social, as theorized by the French sociologist\u00a0Pierre Bourdieu<\/strong><\/a>. It is not enough to \u201cspend money\u201d.\u00a0Collective recognition<\/strong>\u00a0is needed, and it often occurs through cultural mediation.<\/p>\n

In the picture, taken from\u00a0<\/em>media.tiffany.com<\/a><\/em>: Bronze Eroded Tinnay Penny Vessel, creation which dates back to 2021 realized by the artist Daniel Arsham for Tiffany\u00a0<\/em><\/p>\n

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