Sections
Topics
Potential authors
Foreword
The artification of luxury
François Colbert, Full Professor, HEC Montreal
Introductory section
Preface
The introduction will present the subject and the structure of the book, and will make the case for the study of the relationship between art and fashion. It will offer a review of the various contributions in order to provide context and offer the interpretation key to the book.
Marta Massi, Assistant Professor, Università Cattolica del Sacro Cuore;
Alex Turrini, Associate Professor, Southern Methodist University, TX, USA
Chapter 1 - When Fashion Met Arts: The Artification of Fashion Brands
Chapter 1 will review the literature on the artification of fashion in order to illustrate how two apparently separated worlds, such as art and fashion, are increasingly interacting and collaborating to achieve mutual benefits.
This introductory chapter will provide the theoretical foundation to analyze the cases of art/fashion collaboration. It will also outline the main strategies used by fashion firms, i.e., 1) corporate art collections; 2) corporate museums; 3) exhibits and installations; 4) Mecenatism (support to artists or creation of foundations); 5) sponsorships and cobranding; 6) art-based fashion brand management.
Marta Massi, Assistant Professor, Università Cattolica del Sacro Cuore;
Alex Turrini, Associate Professor, Southern Methodist University, TX, USA
Part 1 - Art & Fashion Synergies
Chapter 2 - Brunello Cucinelli, a humanistic approach to fashion
Chapter 5 will focus on Brunello Cucinelli. Founded in 1978, Brunello Cucinelli has been the subject of significant interest in recent years in connection with its ability to continue to growth its brand in an ongoing connection with arts and culture. Cucinelli represents an example of "employee-centered approach humanistic capitalism." Based in Solomeo in Central Italy, where it founded the School for Arts and Craft, the company identifies its truest meaning and aesthetic research in manual work and craftsmanship, the most authentic expressions of people's humanity and creativity.
Chiara Paolino, Assistant Professor, Università Cattolica del Sacro Cuore
Ariane Berthoin Antal, Research Fellow, WZB Berlin Social Science Center
Part 2 - Art & Fashion Contaminations
Chapter 3 - Trussardi and the art of promoting art
Chapter 3 will look at Trussardi, a brand that has showed a consistent link to the arts. In particular, it will focus on Fondazione Trussardi, an institution aimed at the promotion of contemporary art; a nomadic museum for the production and spreading of art in multiple contexts and through different channels.
François Colbert, Professor, HEC Montreal; Andrea Rurale, Lecturer, Bocconi University
Chapter 4 - Gucci: Branding art or art branding?
Chapter 4 will deal with Gucci, a brand that has held a fructuous collaboration with artists, created its own museum and used arts in and out its stores (e.g., Gucci Walls; Gucci Art Lab). The connection of Gucci to the arts is also fostered by the ownership of the company by Francois Pinault, who developed Palazzo Grassi and Punta della Dogana in Venice.
About the Author:
Marta Massi is Lecturer of Marketing at McGill University, Canada. She has previously served as Assistant Professor of Marketing at Università Cattolica del Sacro Cuore, Italy and a visiting scholar at Deakin University, Australia. Her research interests include branding and arts and culture marketing. Her work has been published in national and international journals, including Journal of Global Marketing, Journal of Consumer Affairs and International Journal of Technology Management.
Alex Turrini is Associate Professor of Arts Management and Cultural Policy at Bocconi University, Italy. He has been Director of the SMU Meadows Division of Arts Management and Arts Entrepreneurship as well as visiting professor of Arts Management and Cultural Policy at SMU Meadows and Cox School of Business, USA. He carried forward several research, training and consulting projects with different national and international public sector organizations involved in the arts. His research activities center on public policies and management in the arts and cultural sector, arts collecting behavior and inter-organizational networks in the arts.
