Art and luxury: a necessary relationship?


Last week I attended a conference organized by my school on the relationship between luxury and art. The people around the table included Jennifer Flay, director of the FIAC art fair, and Lorenz Bäumer, a Place Vendôme high-jewelry designer who collaborated with Chanel for nearly 20 years. I found the discussion fascinating as it touched upon how our need to connect with art is used by brands as a marketing strategy. It is a debate that could go on and on but I just wanted to sum up the few points that were raised and elaborate a bit on them. And of course I would love to hear your opinion on the matter!


Let’s start by a few definitions to see what separates luxury from art.

Luxury is an industry that creates objects that we use and wear with profitability goals in mind, hence for example the importance of it-bags in brand strategies.

Art by comparison questions and upsets. Art pieces are unique and have a meaning that is different to every one of us depending on our personal history. It can also be controversial. Lorenz Bäumer gave the example of Paul McCarthy’s Tree which was set up on Place Vendôme in October 2014. It sparked outrage and was damaged by protestors. After the terrorist attacks of January 2015, he felt people became more lenient towards art as they realized that freedom of speech should be protected. Broadly speaking, art has become more necessary than ever as an emotional relief when people find it harder to believe in formerly trustworthy values like politics and work.

What luxury and art do have in common is excellence and aesthetic, as well as bringing out a sense of comfort. The separation between them can be thin. There is this concept in Japan of “Living National Treasures”, craftsmen whose work is recognized as art for its level of excellence. And let’s not forget that designers are creatives too. Jennifer Flay talked about how fashion exhibitions were no different to her than art exhibitions. Indeed, I find it hard myself not to consider some haute-couture gowns as works of art. Not to mention that fashion can have a critical dimension. Yves Saint Laurent gave power to women with his Smoking; the tuxedo was controversial as women wearing pants were not allowed entrance in “good” restaurants and hotels in the 1970s. Later on, Jean Paul Gaultier challenged traditional gender roles with his collections. And there is a thin line between “designer” and “artist”. What do you make of designers who create costumes for art performances? I have in mind Riccardo Tisci who collaborated with the Paris Opera Ballet a couple of years ago.


How do collaborations benefit luxury and art?

Collaborations between luxury and art can take many forms: sponsorships, commissions, creation of museums and performances to name a few. Not to mention that art can simply be a source of inspiration, as Yves Saint Laurent could testify with his Mondrian dresses.

One speaker pointed out that designers never call themselves “artists”: they are aware that they work on products, not works of art. Generally speaking, they have a great respect for art and collaborations often stem from the designers’ own passion. Marc Jacobs for example is known to be an avid collector and Louis Vuitton fashion flourished with partnerships during his time there. Collaborations could then be a means for luxury to get closer to a goal of emotional and aesthetical heights that only art can claim.

If we dig a little deeper, we can also see artistic collaborations as part of brands’ strategies to not lose their credibility. With globalization, partnerships with cheaper brands like H&M and the rise of social media, luxury has become widespread and no longer a precious rarity, thus losing its aura. Artistic partnerships allow brands to regain a touch of exclusivity. They create publicity for both parties and give access to different customers. Not that this is enough. Louis Vuitton is now considered too popular among luxury customers in the huge market that is China. Some of them go as far as to call it “a brand for secretaries”. Will initiatives such as the newly-opened Fondation Vuitton play a part in changing the brand’s image?


That said, art benefits from luxury as well. The industry has been a long-time sponsor of artistic events and businessmen like François Pinault are known for supporting the arts.

As such, art is a marketing argument that mass brands have started to take advantage of as well. For example, H&M recently featured a Jeff Koons Balloon Dog on a bag. Absolut Vodka is active in the art world. Such collaborations give the illusion that the brand is more high-end than it is. This is the next step after partnerships with luxury brands and designers, in which Karl Lagerfeld played a big part with H&M and Coca-Cola. If art becomes more widespread among mass retailers, luxury brands might better refocus and advertize on what they do best: high-quality and exclusive products. Think Hermès.

Image sources 1 2 3 4


“Roar!” said Louis Vuitton

Louis Vuitton dinosaur window 6

I am quite fond of Louis Vuitton windows: they never fail to make me smile with their fantasy and humor. So when wrote that the Champs-Elysées store would unveil its new windows this morning, I decided to go have a look at the dinosaurs.  Their golden hues and the Vuitton pre-fall collection are well-assorted. Vogue Paris published behind the scene pictures here.

This will be quite a LVMH weekend for me as the leading luxury group will open its ateliers to the public in Europe for the Journées Particulières. I will be visiting the bespoke shoes workshop of Berluti and the Dior salons on Sunday, which I am very excited about! I hope I will be able to sneak some pictures to share the adventure with you. In the meantime, have a great weekend!


J’adore les vitrines Vuitton : leur humour fantasque me fait sourire à tous les coups. Alors quand a annoncé que le magasin des Champs-Elysées dévoilerait sa dernière mise en scène ce matin, j’ai pris le métro pour admirer ces dinosaures. Leurs os dorés se marient bien aux tons de la pré-collection pour l’automne 2013. Vogue Paris a publié sur son site une série de photos sur la création des vitrines.

Ce sera un weekend LVMH pour moi. Dans le cadre des ses Journées Particulières, le géant du luxe ouvre ses portes au public et j’ai eu la chance de pouvoir m’inscrire aux visites des ateliers Berluti et des salons Dior. J’espère pouvoir prendre quelques photos pour partager ces instants avec vous. En attendant, je vous souhaite un excellent weekend !



You may recognize Vuitton’s Alma bag from their Chic on the Bridge campaign.

Les beaux sacs Alma de Louis Vuitton font l’objet d’une champagne Chic on the Bridge en ce moment.






Louis Vuitton dinosaur window 7 Speedy


Vanessa Bruno sequined bags are everywhere in Paris these days so it’s funny to see a luxury brand adopted the trend for this Speedy bag.

Je vois les cabas à paillette Vanessa Bruno partout à Paris en ce moment. C’est marrant de voir qu’une marque de luxe a adopté la tendance pour ce sac Speedy.

Louis Vuitton dinosaur window 5

Louis Vuitton dinosaur window 5 left detail

Louis Vuitton dinosaur window 5 right


It was hard to take pictures of these windows as a people queued in front to get in the store.

C’était difficile de prendre ces vitrines en photo avec la file de gens qui attendaient pour entrer dans le magasin!



The bag named after the city of Deauville

Le sac nommé en hommage à Deauville

Louis Vuitton dinosaur window 3


Today I learned that the Noé bag was originally designed to carry bottles of champagne, which makes me like it even more! Louis Vuitton created a nice video around this design.

Aujourd’hui j’ai appris que le sac Noé servait à l’origine à transporter des bouteilles de champagne. Cette anecdote me fait l’aimer encore plus ! D’ailleurs, Vuitton a créé une vidéo sympa autour de ce modèle.

Louis Vuitton dinosaur window 1

Louis Vuitton dinosaur window 2