The artification of luxury fashion brands  : synergies, contaminations, and hybridizations 
/ edited by Marta Massi, Alex Turrini ;  foreword by Jean-Noël Kapferer. 
 - Cham, Switzerland : Palgrave Macmillan, 2020. 
 - xvii, 166 pages : illustrations, charts, portraits (some color) ; 21 cm. 
 - Palgrave studies in practice: Global fashion brand management,  2523-3505. .
<br/><br/>When fashion meets art : the artification of luxury fashion brands / Marta Massi and Alex Turrini — Sergio Rossi and its magic kingdom : artistic interventions, brand identity renewal, and stakeholder awareness / Chiara Paolino and Ariane Berthoin Antal — Trussardi Art and fashion : a long-distance relationship? / Andrea Rurale and Stefano Prestini — Guccification : redefining luxury through art - the Gucci revolution / Giorgia Sepe and Alessia Anzivino — Christian Dior : the art of haute couture / Federica Antonaglia and Juliette Passebois Ducros — Balenciaga : the master of haute couture / Ciara Piancatelli, Piergiacomo Mion Dalle Carbonare, and Manuel Cuadrado-García 
<br/><br/> Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, providing an enhanced understanding of the potential of artification for managing brands and products. 
<br/><br/><label>ISBN: </label>9783030261207 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Fashion merchandising<br/>Fashion and art<br/>Fashion<br/>Luxuries
<br/><br/><label>LC Class. No.: </label>TT507  / A785 2020