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Why Luxury Brands Are Investing in China’s Art Scene

Chanel, Prada, Hermès, Loewe and Louis Vuitton have been collaborating with museums, artists and art fairs in China to generate marketing buzz and expand their client base amid a slowdown in the key luxury market.
Louis Vuitton’s women’s pre-fall show in Shanghai where women’s artistic director Nicolas Ghesquière opted to work with 32-year-old Beijing artist, Sun Yitian.
Louis Vuitton’s women’s pre-fall show in Shanghai featured scarves, handbags and clothing featuring artwork by the Beijing artist Sun Yitian (collage by BoF) (Louis Vuitton)
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BoF PROFESSIONAL

In the 13 years since Chanel launched its exhibition at Shanghai’s Museum of Contemporary Art, the French luxury brand has learned a lot about navigating China’s art scene. The “Culture Chanel” show may have satisfied audiences by featuring over 400 iconic pieces drawn from the archives, but the associated film drew criticism from some members of the public for its exoticist approach to Chinese culture.

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About the author
Gemma A. Williams

Gemma Williams is a contributing writer at The Business of Fashion. She is a writer and curator with an expertise in China's luxury and fashion markets who is based in London.

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