”I want to be part of what’s happening,” Coco Chanel
Chanel is a luxury fashion brand that often crosses the fashion border to sponsor and collaborate with the world of art. The brand’s motivation as well as the effects of such collaborations, for both Chanel and the artists, have been under a lot of scrutiny. Are their collaborations just a “marketing gimmick”?
Chanel Mobile Art, Hong Kong, Tokyo, New York, 2007-8
When Chanel collaborates with artists, they put an even more luxurious cachet on the brand and build an even deeper connection to their customers. For the artist, collaborations with luxury brands like Chanel open up a new world of commerce and opportunities.
Chanel is an annual sponsor of the Tribeca Film Festival
The intentions with the sponsorships might be questionable but for a brand like Chanel, it ultimately reaches a global audience. Their most loyal consumers have appreciated corporate support of the arts and are not yet intimidated by the marketing associations.
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