luxury brands as cultural poles

the relationship between luxury and culture has a storied past, deeply rooted in history. one of the earliest and most iconic examples of this connection can be found in the renaissance era, particularly with figures like catherine de' medici. 

as the queen of france in the 16th century, catherine de' medici was a key patron of the arts and fashion, using her influence to elevate french culture and establish paris as a fashion capital. she introduced Italian luxury goods, such as perfumes and elaborate clothing, to the french court, setting a precedent for the connection between high culture and luxury.

catherine's patronage extended beyond fashion to the arts and architecture, commissioning grand projects like the tuileries palace and promoting ballet and other cultural activities. 

this intertwining of luxury and cultural patronage established a model that luxury brands continue to follow today, positioning themselves as not just purveyors of high-quality products but also as custodians and promoters of cultural heritage. 

luxury brands in contemporary culture

in the modern era, luxury brands have evolved to become cultural beacons, significantly impacting the arts, cinema, and other cultural spheres. this relationship is not merely transactional but symbiotic, with luxury brands influencing and being influenced by the culture they help shape and support. . 

for conglomerates like kering and LVMH, cultural patronage is a strategic pillar that enriches their brand identity and contributes to the broader cultural landscape. by supporting the arts, these companies not only preserve and promote cultural heritage but also drive innovation and creativity within their brands. 

this ongoing commitment to culture ensures that they remain relevant and respected leaders in both the luxury market and the cultural sphere, embodying a legacy that transcends generations.

here are some examples of how brands are doing that in the present moment

— SAINT LAURENT AND CINEMA
saint laurent,  has long been associated with the world of cinema. the brand's founder, yves saint laurent, had a deep appreciation for the arts and was known for his collaborations with filmmakers and artists. 

in april 2023 the house launched saint laurent productions, a production company for art cinema. their first offering, in 2023, was pedro almodóvar’s strange way of life. this year we could see a gold entry into the 77th edition of the cannes film festival in may with the premiere of three movies: david cronenberg’s the shrouds, paolo sorrentino’s parthenope, and, from sacques audiard, emilia perez, starring selena gomez,  and zoe saldaña.

photo by document journal: pedro almodóvar and anthony vaccarellosaint lauren productions

— CHANEL AND BALLET
the  chanel's fall/winter 2024 took place at ópera garnier praising chanel's unbreakable connection with dance this involvement with the arts is epitomized by its long-standing support of the ballet de l'opéra de paris. gabrielle chanel passion for dance began in her early years and it was materialized through her friendship with sergei diaghliev, the founder of ballet russes. she designed costumes for the ballet le train bleu. 

nowadays, the house continues coco´s legacy and relationship with ballet by sponsoring numerous ballets, providing financial support and creating costumes that blend the elegance of chanel with the grace of ballet

photo by lara giliberto for vogue france 

— LOUIS VUITTON AND FOUNDATION LOUIS VUITTON
louis vuitton has taken a pioneering role in integrating contemporary art with luxury fashion. the brand's louis vuitton foundation, established in paris, is a testament to its commitment to modern art and culture. the foundation hosts exhibitions and cultural events, creating a space where art and fashion intersect. this initiative is part of a broader trend where luxury brands invest in cultural infrastructure, helping to shape the cultural landscape and engage with a bigger audience.

photo by simon hantaï

— PRADA AND THE PRADA FOUNDATION
prada has a long-standing involvement in the arts, exemplified by the prada foundation, which supports contemporary art and culture. the foundation has hosted numerous exhibitions, performances, and events in its space in milan.

photo by @danielapredrosoo on instagram

— LOEWE AND CRAFT PRIZE
loewe, under the creative direction of jonathan anderson, launched the loewe craft prize to celebrate excellence in craftsmanship across disciplines, bridging traditional techniques with contemporary design. 

the relationship between luxury brands and culture is deeply rooted in history and continues to evolve. this cultural patronage is a strategic pillar for big luxury groups and brands. by supporting the arts, these companies not only preserve and promote cultural heritage but also drive innovation and creativity within their brands.

this ongoing commitment to culture ensures that they remain relevant and respected leaders in both the luxury market and the cultural sphere, ensuring that culture remains vibrant and accessible, embodying a legacy that transcends generations. 

daniela pedroso, a 25-year-old with an insatiable thirst for life, is a free soul at heart. from a young age, her world has been colored by the vibrant hues of fashion, music, and art. her journey led her to the enchanting streets of paris, where she pursued her dreams and achieved a remarkable 5+ in luxury brand management.