Strategic Partnerships Between Fashion Designers and Contemporary Artists: A New Model of Luxury Branding.

摘要

Over the past decade, there has been an increase in the number of collaborations between contemporary artists and luxury fashion designers. While this is not a new phenomenon, the market is now saturated with partnerships of this kind. This paper will argue that these collaborations are primary examples of strategic partnerships, an increasingly common marketing practice between two business entities in all sectors of the economy. A history of crossovers between art and fashion will be explored in order to illustrate how partnerships between contemporary artists and fashion designers today differ from those of the past several decades, and why there is a proliferation of these types of collaborations in the marketplace today. Both cultural and commercial motivations of the artist and designer for engaging in this marketing strategy will be analyzed in order to support the argument that this form of strategic partnership has become a new model of luxury branding.