When fashion marketing meets art. Gucci, Louis Vuitton, Diesel, Moncler
In recent years, the trend of the great collaborations between Art and Fashion has spread exponentially.
The most important fashion brands such as Gucci, Louis Vuitton, Moncler and the italian Diesel, are constantly looking for new creative impulses. They have collaborated with great artists or taken inspiration from the art world, with truly amazing results
Let’s find out the 4 most interesting collaborations!
Nowadays Instagram plays an important role in creating an explosive mix between the art and the fashion worlds. Just think of the collaboration between the great fashion house Gucci represented by its Art Director Alessandro Michele who has found among thousands of profiles the creations of the English illustrator Angelica Hicks. The drawings have appeared on unisex t-shirts in Limited Edition literally snapped up by the fashion addicted.
But for Gucci, in these last years, art is at home. Confirming this, we can’t mention the latest 2018 campaign with artist Ignasi Monreal , named“Utopian Fantasy” and the amazing book “Gucci GIFT 2017”.
Or the much talked-about as much as appreciated “Gucci Ghost Collection” with Trouble Trevor Andrew, street artist from Brooklyn who for years has repeated the monogram “GG” on the streets of New York, affirming, back in the days, that sooner or later Gucci would have reported or hired him. In retrospect we can say that his story definitely had a happy ending.
LOUIS VUITTON & JEFF KOONS
Utterly subsersive is also the collaboration between the maison francese Louis Vuitton, led by entrepreneur and collector Bernard Arnault and the american artist Jeff Koons, one of the best known and most paid in the world. Koons, inspired by art history masterpieces, had fun printing the images of the works of Van Gogh, Tiziano, Leonardo thus creating signature bags for the brand.
The result? So much clamour and scandal for a collection defined as kitsch.
Recently, Diesel, the Italian company led by Renzo Rosso and known for its unconventional style and flippant marketing campaigns, was inspired by the “Better out than in” project of 2013 created in New York by the great street artist Banksy.
The artist brazenly opened a stall near Central Park in order to sell to unaware passers his “fake spray art” at ridiculously low prices. His customers brought home works that in that period reached as much as 250 thousand dollars.
Diesel has not been less provocative: the brand has secretly opened a fake shop on Canal Street, the place of imitations par excellence in New York, with the sign “DEISEL” and started to sell unique pieces at reduced prices with counterfeit labels.
The fashion brand has told the full story in a video that has become viral, achieving a global media and worldwide sales success.
MONCLER & LIU BOLIN
The work of the chameleon artist is internationally known for the total camouflage with the surrounding environment, through the technique of body painting.
This practice is used by Bolin to denounce the inconsistancy of contemporary man in a society that tends to dematerialise human beings, as in the Migrants project of 2015.
In the marketing campaign realised for Moncler, the Chinese artist winks at fashion: the political messages inherent in his photographic self-portraits have disappeared, what remains is the unique and captivating style perfectly in line with a surreal imagination.
This is just a small selection of the countless collaborations between Art and Fashion, but what emerges today is the digital universe of social media, which has become fertile ground for incredible projects.
Reading artists, pay attention! Your Instagram profile has really become one of the tools to promote your art.egli tools to promote your art.