Fast Fashion Brands Add A Smile To Blogger To Add Contemporary Art Elements.

The Miami Beach Basel Art Exhibition (Art Basel Miami) in the city

Opening of the Design District, Alex Katz, one of the most famous artists in the United States (Alex Katz), is waiting for the price.

Anything special? His works will not be shown in the gallery or exhibition space: the portrait of Katz with a calm and saturated color will appear.

Accessories and household items only

The giant H&M is located in Miami's retail store and e-commerce website.

If all goes well, the 19 pieces of AlexKatzxH&M will have the same value as Katz's original works that cost more than $400 thousand.

Of course, the price of these items is even lower: a tray sells for 19.99 dollars, the organic cotton super Dalian dress sells for 79.99 dollars, and the leather tote bag sells for a maximum price of 129.99 dollars.

AlexKatzxH&M

H&M's partnership with Katz is only the latest example of recent collaboration between artists and fashion retailers.

As early as 2014, the Swedish fast fashion giant launched this trend, commissioned Jeff Koons to design an elegant leather handbag. The artist's most famous "Balloon Dog" series was printed on screen printed form.

At present, the $49.95 single product has been sold out, and is also released in conjunction with its retrospective exhibition at Whitney Museum of AmericanArt, sponsored by Whitney.

(after the exhibition was moved to the Pompidou center, another version was released in Paris later this year.

According to the world clothing and shoe net reporter, the latest cross-border activities also include the capsule series created by H&M, which echoes the Agnes Martin retrospective of the Guggenheim Museum (Guggenheim) in New York. The high street retailer is inspired by the mid-level design of the advanced works of COS.

Then, Uniqlo continued to collaborate with the Museum of ModernArt (MoMA), including the birth of the T-shirt series: some of the permanent collections from the museum, some of which were co designed with contemporary artists in New York.

Since 2013, Uniqlo sponsored the museum's "Free night Friday" (Free Friday Nights) admission plan, and Jean Mitchell Basquette (Jean-Michel Basquiat), Keith Harlin (KeithHaring), Jackson Pollock (Jackson Pollock), Ryan Mcginnis (Ryan Mc Mc) and other works of artists have appeared on clothing.

Although luxury brands have long been collaborate with successful blue chip artists, such strategies are relatively new for high street brands.

Part of the reason is the increase in public interest in art.

In a survey of nearly 500 art institutions in 2016, TheArt Newspaper found that the number of visitors to the regional expansion increased by an average of 14% between 2007 and 2014.

The average number of museums without expansion has increased by an average of 10%.

Some large organizations are also seeing significant digital growth.

The most recent celebration of the Museum of modern art in New York and Guggenheim broke through to 2009. For example, Metropolitan Museum of Art broke another visit record this year: attracting 6 million 700 thousand tourists in the fiscal year ended in June 30th this year, breaking the 6 million 300 thousand of the year before, which has become the historical monitoring record of the museum's construction for more than 40 years.

The rise of the "high box office" art exhibition facing the public, popular themes and the sponsorship of large enterprises, combined with Instagram and other emerging social media platforms, is a key component of the democratization of the art world, and gradually develops the art world into a solid pillar of popular culture and a fertile soil for retailers.

"Social media is playing a pivotal role," Bernadette Kissane, an analyst at Euromonitor International, said.

The benefits of cooperation between artists and art institutions and popular fashion brands are obvious.

First, mass retailers can provide greater visibility, including their stores and marketing channels.

The driving force behind this achievement is also undeniable.

In most cases, retailers can fully subsidize large exhibitions, or pay millions of dollars to artists or institutions concerned in the same way as the top designers, especially when the partnership exceeds a single exhibition scope.

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"MoMA is committed to helping audiences understand and appreciate contemporary art. Cooperation with Uniqlo can support us in completing this mission.

Retail cooperation enables new audiences to get to know better known and less famous artists.

Uniqlo's "Friday night free night" project can provide free access to all people, "explains Thomas Randon, general manager of MoMA retail." in any case, these activities extend the brand and educational mission of MoMA, enabling us to reach out to new communities and help museums.

Many retailers see this as an opportunity to enrich consumers' experience in shops and museums.

Uniqlo, US marketing director Masahiro Endo, said: "by changing the way we display works of art...

To bring the design to the forefront, customers can also experience art in the latest and modern way.

For artists, the best scenario is to provide creativity and benefits.

"Artists are often attracted to work opportunities that are able to use new materials, get professional knowledge from fashion designers, or raise budgets for video creation," said Cary Leitzes, founder and founder of Leitzes&Co, an artist and big business. "Or just want to make money."

Leitzes has used Murakami Takashi (Takashi Murakami) and LouisVuitton for 13 years since 2003. For example, there is a clear change in the attitude of the art world to large business cooperation.

Although Louis Vuitton positioning is not a mass market brand, the brand will undoubtedly have a huge impact.

"People are more and more acceptable," she said. "This is just another medium for artists to play."

However, despite the fact that mass retailers can benefit from the "halo effect" that they collaborate with cultural institutions or well-known artists, it has proved to be a great challenge to create a physical product that resonates with consumers (many consumers have never even heard of collaborating artists).

"There are no successful recipes," Leitzes said. "What artists really bring value is surprise.

They catch that imagination, something you can feel.

If the brand is confident that it can go far enough in such a journey, the final result may be surprisingly good.

"The image created is a combination of technology and curation," Kissane said. "It adds a lot of credibility to the process, which is of great help to brand building."

For brands like COS, which have a broad and partial preference for certain aesthetic audiences, details are key.

"Our king is Donald Judd, Queen is Agnes Martin," COS brand spokesman Atul Pathak said. "From the first day, these two artists have great influence on our design team."

So it is no surprise that the capsule series that can be co operated with Agnes Martin (which can be purchased at COS store and online) can be bought at the Guggenheim gift shop, which is in line with the style of the minimalist product provided by COS.

The product includes origami style waist wrapped frigate skirt (priced at $125), and inspired by the artist's own hand painted grid pattern linen jacket.

"From a distance, Martin's work is always very simple, but it's complicated in the near future," Pathak said. "This is very similar to the way our design team handles things."

With a more popular price and a wider range of products to cover a wider range of customers, H&M has used a wider range of extensive brushwork to collaborate with artists.

"An artist like Katz has really been very successful in working with H&M, because his works are colorful, dynamic and symbolic," said H&M spokeswoman Marybeth Schmitt. "Some of our customers are already fans of him, and some other customers may be inspired by his works."

To be exact, traditional brand collaboration with designers (such as the latest cooperation between H&M and Kenzo) has little impact on sales revenue, and retailers will certainly not expect to form an alliance with the art world to increase revenue.

On the contrary, the media performance, media exposure and final passenger flow are often measured.

In some cases, the lack of clear financial targets also makes the new plan more flexible.

(on the other hand, cooperation with designers has a fairly regular delivery schedule, for example, H&M is new in Taghit every spring, and every year in spring, Target.

"We will still work with artists, but not every year," Schmitt said. "It's time to find the right partners."

However, with the expansion of the relationship between art and pop culture, retailers will increasingly rely on the aesthetic and cultural power of their partners to promote sales.

Breakthrough designer collaboration, such as Taghit's cooperation with Missoni in 2011 and H&M's collaboration with Isabel Marant in 2013, proves that joint cooperation can create large sales.

(two listed companies emphasized the financial success of cooperation in the financial quarterly report.

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For now, cooperation between fast fashion and art is more experimental in nature.

"Cooperation between art and fast fashion is still a relatively small niche," Kissane said. "It will be more difficult to educate consumers in terms of product value."

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