Fashion and Art 101

The names that go down in history as the biggest patrons of art and artists in the 21st century may not be those of individuals or families—it’s likely they ll be those of fashion brands

By Theresa Harold

Stroll through the galleries of the Louvre, the Metropolitan Museum of Art or the British Museum and you’ll find plenty of masterpieces that weren’t created as art for art’s sake. They were custom orders from royalty, the Catholic church or even successful merchants—like the Medici family, who’ve become shorthand for art patronage. Today, our concept of an artist is usually someone working independently. But with more and more brands keen to benefit from the halo effect of collaborating with artists, fashion houses are becoming major art patrons. The recent Art Basel Miami Beach hosted so many brands it could have passed for an unofficial fashion week. Among them: Bottega Veneta, Loewe, Versace, Miu Miu, Chloé and Gucci. But why so cosy, and why now? With traditional marketing methods in decline,…

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Tatler Hong Kong (Digital) - 1 Issue, March 2020

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