When Fashion Meets Art: The Artification of Luxury Fashion Brands

This introductory chapter provides the theoretical foundation for the phenomenon of artification—that is, the transformation of nonart into art—which has been increasingly strategically employed by luxury fashion brands in recent times. The chapter provides context and background to position the case studies analyzed in the following chapters of the book. First, it reviews the literature on artification, tracing the origins of the concept and illustrating its transdisciplinary nature. Second, it lays the groundwork for the identification of the benefits of artification for luxury fashion brands and art institutions. In particular, it illustrates how two apparently far-removed sectors, such as art and luxury fashion, are increasingly interacting and collaborating to achieve mutual benefits. Finally, the chapter proposes a classification of artification processes based on different degrees of interaction between the luxury fashion and art sectors. Notably, the authors identify synergies, contaminations, and hybridizations as incremental stages of the artification of luxury fashion brands.