The Artification of Luxury Fashion Brands: Synergies, Contaminations, and Hybridizations (Palgrave Studies in Practice: Global Fashion Brand Management)

Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, providing an enhanced understanding of the potential of artification for managing brands and products. Foreword: The Artification of Luxury—Why Now? 6 Contents 10 Notes on Contributors 12 List of Figures 16 List of Tables 18 1 When Fashion Meets Art: The Artification of Luxury Fashion Brands 19 Introduction 20 The Concept of Artification 21 The Artification Process 23 Artification in the Luxury Fashion Industry 26 Artification and the Levels of Collaboration Between Art and Luxury Fashion 32 Synergies 32 Contaminations 37 Hybridizations 39 Conclusion and Introduction to the Chapters 41 References 43 2 Sergio Rossi and Its Magic Kingdom: Artistic Interventions, Brand Identity Renewal, and Stakeholder Awareness 51 Introduction 52 Company Overview 53 Company History 54 Artification Strategy 55 Corporate Social Responsibility, Brand Identity, and the Arts 55 Research Method 61 Introducing the Magic Kingdom of Sergio Rossi 62 Davide Allieri and Billdor 64 Ettore Favini and Vela al Terzo 65 Vedovamazzei and Signature 67 Archive Project Living Heritage 69 Engaging with the Artists and the Art: Research Findings 70 The Employees: Feeling Proud and Reconnected with the Production Process 70 Connecting with the Local Community 72 Relating to Other Companies 73 The Artists 74 Discussion and Implications 74 References 77 3 Trussardi Art and Fashion: A Long-Distance Relationship? 80 Introduction 81 Company Overview 83 Company History 86 Artification Strategy 87 The Nicola Trussardi Foundation: Positive Externalities of a Long-Distance Contamination 88 An Exclusive Relationship 90 Discussion 93 Tradition and Innovation 97 Legitimization 97 Rarity and Universality 98 Conclusion and Implications 100 References 102 4 Guccification: Redefining Luxury Through Art—The Gucci Revolution 105 Introduction 106 Company Overview 108 Company History 109 The Kering Acquisition 110 Artification Strategy 113 Art Within Fashion 116 Artistic Vision 119 A Culture of Purpose 122 Conclusion and Implications 123 References 126 5 Christian Dior: The Art of Haute Couture 129 Introduction 130 Company Overview 132 Company History 136 Artification Strategy 139 Heritagization Through the Celebration of the Creator as an Artist 140 The Heritagization of the Brand 141 The Spectacularization of the Brand: The Creative Director’s “Signature” 146 Discussion and Implications 149 References 153 6 Balenciaga: The Master of Haute Couture 156 Introduction 157 Company Overview 160 Company History 165 Artification Strategy 168 Conclusion and Implications 172 References 175 Index 178 Front Matter ....Pages i-xvii When Fashion Meets Art: The Artification of Luxury Fashion Brands (Marta Massi, Alex Turrini)....Pages 1-32 Sergio Rossi and Its Magic Kingdom: Artistic Interventions, Brand Identity Renewal, and Stakeholder Awareness (Chiara Paolino, Ariane Berthoin Antal)....Pages 33-61 Trussardi Art and Fashion: A Long-Distance Relationship? (Andrea Rurale, Stefano Prestini)....Pages 63-87 Guccification: Redefining Luxury Through Art—The Gucci Revolution (Giorgia Sepe, Alessia Anzivino)....Pages 89-112 Christian Dior: The Art of Haute Couture (Federica Antonaglia, Juliette Passebois Ducros)....Pages 113-139 Balenciaga: The Master of Haute Couture (Chiara Piancatelli, Piergiacomo Mion Dalle Carbonare, Manuel Cuadrado-García)....Pages 141-162 Back Matter ....Pages 163-166