Shimin Fei - Profile on Academia.edu (original) (raw)
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Université de Reims Champagne-Ardenne
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This research aims to understand the increased collaborative activities between luxury fashion br... more This research aims to understand the increased collaborative activities between luxury fashion brands and contemporary artists. A history of intersections between fashion and art is explored in order to illustrate how it paves the way for the current proliferation of collaborations between contemporary artists and luxury fashion brands. Through analyzing and evaluating numerous case studies, this paper argues that the collaboration between luxury fashion brands and contemporary artists is an example of brand alliance that generates material and immaterial value for both entities. Both partners contribute their ideas, knowledge, expertise and resources in order to work collaboratively to complete a project. The investigation of several recent collaborations between luxury fashions and artists supports the argument that the outcome of a successful alliance is mutually beneficial. The benefits associated with collaborative activity enable both luxury fashion brands and artists to present their works in a unique way, developing their brand images, gaining more recognition, reaching a broader audience, and spreading their messages to the public.
This research aims to understand the increased collaborative activities between luxury fashion br... more This research aims to understand the increased collaborative activities between luxury fashion brands and contemporary artists. A history of intersections between fashion and art is explored in order to illustrate how it paves the way for the current proliferation of collaborations between contemporary artists and luxury fashion brands. Through analyzing and evaluating numerous case studies, this paper argues that the collaboration between luxury fashion brands and contemporary artists is an example of brand alliance that generates material and immaterial value for both entities. Both partners contribute their ideas, knowledge, expertise and resources in order to work collaboratively to complete a project. The investigation of several recent collaborations between luxury fashions and artists supports the argument that the outcome of a successful alliance is mutually beneficial. The benefits associated with collaborative activity enable both luxury fashion brands and artists to present their works in a unique way, developing their brand images, gaining more recognition, reaching a broader audience, and spreading their messages to the public.