Remember that Chanel Fall 2013 fashion show? White walls reminding a perfect cube filled up with the works of art. A fashion vernissage. That Lagerfeld show perfectly illustrated the trend of the last twenty years – a tight connection between fashion and the world of art.
Art & fashion are like close friends. Think about Elsa Schiaparelli and Salvador Dali collaboration – a hat in a form of a high-heeled shoe reached the high of a surrealist absurdity. Today, fashion houses are always open to cooperate not only with the artists, but also with the cultural institutions. And this is mutually beneficial for both sides: museums receive an influx of the visitings, while fashion maisons improve their cultural status.
Investing in art has always been a sign of a good form. And nowadays, the situation has not changed that much: Louis Vuitton opens the galleries inside their boutiques, and Zegna exhibits in the stores.
Other fashion maisons support art in another way: they become the art maecenas and invest in promising art-talents.
Some of the brand went even further: they have their own art-awards now. Like, for example, the winners of a Hugo Boss Prize get 100k$ and a personal exhibition at the Guggenheim Museum in NYC. While Max Mara nominate only women for the Max Mara Art for Women, and only once in two years: the winners get an opportunity to work and live in the art-residences. Last year, in collaboration with the National Young Arts Foundation, Max Mara started to search for the fresh talents. The $10,000 prize was awarded to one of 170 finalists who were invited to participate in National YoungArts Week in Miami. The invitation was to mingle with famous mentors in every genre and to perform throughout the determinated weeks is an honor in itself.
However, in the last 20 years, the relationship between fashion and art has gone beyond the banal business strategy – the brands began to open private museums spaces.
It all started with Miuccia Prada and her Venetian Fondazione in 1994. Some time after, other brands joined the party: Louis Vuitton, Gucci, Zegna. Soon, this jet-set list will be updated with another member appearing – Kering Group.
Louis Vuitton Fondation.
Opened in October, 2014 by the French President François Hollande and Bernard Arnault, the Fondation Louis Vuitton asserts and continues LVMH and Louis Vuitton’s commitment to sponsoring the arts and culture. It enhances the heritage of Paris with a monument that symbolizes 21st century architecture. A permanent collection, temporary exhibits, artistic commissions and many multidisciplinary events – la Foundation de Louis Vuitton is a must to visit for every artsy fashionholic.
Where: Venezia, Milan.
It’s a pretty known fact that Miuccia Prada and her husband Patrizio Bertelli are passionate art-lovers and collectors. In 1994, they opened their first museum in Venezia, and in 2015, a branch of the Fondazione in Milan was established which is now considered as the main center of contemporary art in the city.
In addition to the permanent collection, the museum regularly presents new projects and works created by artists exclusively for the Fondazione. It should be said that the programs are compiled by Signora Prada herself, and as she once mentioned the Fondazione Prada is a source of a pure pleasure since there is no need to worry about the commercial success.