In fashion world, creativity always comes first. It is not hard to understand these days luxury houses admire art and try to find a moment to collaborate with it.As a vivid English saying goes, win-win co-operation.They show up their aesthetic taste and also enjoy the harvest from the collaboration, gaining a wide range of media exposure. What a beautiful PR move.
Recently, news from No.1 luxury house is truly supporting my opinion.Marc Jacobs of Louis Vuitton (LV) continues to push fashion and art collaboration to the cutting edge with his latest partnership with the contemporary Japanese artist Yayoi Kusama. The iconic “polka-dots” designs will be launched in July 2012.Kusama’s art will decorate a range of Louis Vuitton products including handbags, footwear, watches, jewellery and apparel items. The collection is called “Infinitely Kusama” and has been described as “Louis Vuitton encounters Japan’s most prominent avant-garde artist”.
Apart from that, it is also a good channel to show the brand. Louis Vuitton is sponsoring the upcoming exhibition of Yayoi Kusama’s life’s work at Tate Modern in London. The exhibition will run from 9 February to 5 June 2012 and will show nine decades of Kusama’s art. A couple of my friends have visited Tate Modern to see her exhibition, all the answers are similar: it is fantastic. They themselves feel inspired as well. And I often see the advertisement presented in underground, a clear line saying "Sponsored by Louis Vuittion". Chic and concise.
Personally I do think it is very inspiring move. As an art lover I am, not only fashion houses give the audience a fresh impression of aspiration of art, but also they create a widespread buzz, straight to the point. I would like to say it is creation of win-win situation and clear move of PR strategy. Luxury and art, it sounds they are supposed to be bound together.
Reference:
http://artradarjournal.com/2012/02/14/louis-vuitton-gets-yayoi-kusamas-polka-dots/
Louis Vuittion, latest news, www.louisvuitton.com/
Tate Modern, Yayoi Kusama,http://www.tate.org.uk/modern/exhibitions/yayoikusama/
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