In recent years, new fashion brands entering the Chinese Market have consistently focused on highlighting “humanistic art.”
Unlike well-established luxury brands, these newcomers lack the captivating brand stories and fully developed brand identities that come with longer history.
To avoid appearing inexperienced or exposing their limitations, many align themselves with the humanistic art trend as a strategic way to rapidly build their image. This approach not only helps them establish a strong brand presence, but also provides an opportunity to capitalize on the broader industry trend of luxury brands emphasizing humanistic art.
- Fashion Itself is Part of Art
The relationship between fashion and art can be traced back to the 14th century during the Renaissance, initially presented in the form of embroidered textiles. Over time, both fields evolved independently with intersecting paths. Collaborations between fashion visionaries and artists blurred the lines between the two-giving birth to a new idea where fashion became not just a means of adornment, but a form of artistic expression. The fusion of artistry and fashion created a new paradigm, where the runway became a canvas while garments, a work of art.
Elsa Schiaparelli, who had a deep passion for literature and art, cultivated close relationships with artists and writers, inviting them to contribute to her fashion creations. One of her most famous collaborations was with Salvador Dalí, resulting in the iconic lobster dress. This groundbreaking partnership paved the way for countless collaborations between designers and artists, producing remarkable works.
Yves Saint Laurent also dedicated his career to bridging fashion and art, famously stating that he aimed to “have a dialogue with art.” In 1965 he paid tribute to the abstract painter Mondrian by designing the Mondrian dress, which featured bold color blocks on a straight silhouette. The dress’s clean lines were achieved with wool knit fabric, which not only gave the garment weight but also accentuated its structured shape. The collection was later hailed as “Revolutionary” by the media.
As fashion increasingly intertwines with art, the question of whether “fashion can be considered art” has become a widely debated topic.
Fashion designer Normal Norell argued in 1967 that the finest fashion deserves to be recognized as art. Likewise, Andrew Bolton, Chief Curator at The Costume Institute of the Metropolitan Museum of Art, strongly believes that fashion is an art form. He asserts that fashion transcends mere appearances, encompassing ideas and concepts.
Indeed, fashion is more than just clothing, it serves as a reflection of social and cultural norms, societal changes, and the collective emotions of an era. Designers express their perspectives on society through their work – such as Alexander McQueen and Hussein Chalayan’s exploration of politics and religion, or John Galliano and Walter van Beirendonck’s examination of gender and masculinity.
From this perspective, emphasizing humanistic and artistic elements in fashion brands traces the deep-rooted connection between fashion and art. It represents a commitment to tradition and a reverence for the essence of fashion
- Distinguishing Between Similar Brands
What gives a brand symbolic value? One key factor is exclusivity. This exclusivity can be reflected in high pricing, geographical limitations, limited availability, and even in offering customers unique experiences and emotions. Such exclusivity not only cultivates a sense of artificial demand for luxury brands but also bestows a sense of special status upon consumers, making them feel part of an exclusive group.
Emphasizing the humanities and arts grants a brand significant soft power. Today’s well-travelled and experienced consumers are drawn to brands that tell meaningful cultural stories and convey beautiful visions. This deeper recognition of a brand is not just about loyalty, it also serves as a reflection of the consumer’s values. After making a purchase, consumers quickly immerse themselves in the culture promoted by the brand, gaining not only material satisfaction but spiritual enrichment as well.
Sonja Prokopec, a professor of luxury brand management at ESSEC Business School, notes, “It must be acknowledged that consumers of luxury goods are diverse and not all in the same stage, but their common need is to satisfy their desires.” By purchasing items associated with the humanities and arts, consumers can feel a sense of cultural literacy, elevating their own personal identity.
Alessia Grassi, a marketing professor at Huddersfield University, also emphasizes that many luxury brands are striving to “transform their brand image from being ephemeral to something more enduring and important: cultural definers who produce seasonal clothing and accessories and interpret styles and trends. This can enhance their position in the minds of consumers and consolidate their connection through association.”
- A “Shortcut” to Building Brand Image
Luxury brands have long established, and continue to refine, a set of methodologies that play a critical role in shaping their identity. Among these, storytelling stands out as a key component. However, as they craft their brand narratives, many of these brands also lean into the world of humanities and the arts, running parallel to their traditional branding efforts.
Prada, for example, has seamlessly aligned its intellectual characteristics with the arts. In 2005, it collaborated with artists Michael Elmgreen and Ingar Dragset to create Prada Marfa, a conceptual store in Marfa, Texas. The store, positioned in an open environment, required visitors to undertake a long journey to view it, and the 2005 Autumn/Winter collection displayed inside was never for sale, transforming the store into a “paradox” of art and fashion.
Louis Vuitton has also built a legacy of collaborating with artists over the years. In 2003, its collaboration with Takashi Murakami to create an anime-style collection was so successful that products continue to circulate in the second-hand market today. In 2012, it partnered with Yayoi Kusama, extending her iconic polka dots to clothing and accessories. The brand’s flagship store in New York showcased her artwork, further bridging the gap between art and fashion. In 2017, Louis Vuitton’s collaboration with Jeff Koons featured bags, scarves, and small leather goods inspired by his Gazing Ball series, which gave contemporary context to the classical works of Leonardo de Vinci, Vincent van Gogh, and Claude Monet blending art history with modern consumerism.
Stella McCartney, a designer known for her frequent artistic collaborations, has remarked that living among art broadens one’s horizons, reflecting the philosophy that integrating art into fashion can further elevate the brand.
From both the brand development perspective and in meeting consumer desires, integrating storytelling with elements of humanities and the arts has emerged as a critical direction for growth. For new fashion brands entering the Chinese market, aligning with the realm of humanities and the arts offers a powerful way to distinguish themselves from competitors and enhance their brand’s value. Additionally, from a marketing standpoint, this approach is not only cost-effect but also yields great consumer engagement and loyalty compared to traditional strategies.
