Brands & Art, Art & Brands

A couple with a stormy relationship that divides those involved into completely opposing groups (at least at first). Some defend the purity of artistic activity (in any form) isolated from commercialism and financial exploitation. Others feel comfortable in the position of the centaur: half artist, half entrepreneur.

But the relationship between both worlds is not new. Collaborations between brands and artists date back to the 1930s with Elsa Schiaparelli and Salvador Dalí. Artists who have been an inspiration for luxury brands such as Piet Mondrian for Yves Saint Laurent. More recently, Loewe and Studio Ghibli or Louis Vuitton and Yayoi Kusama have continued this tradition.

But the boundary is not clear at all, and it is difficult to understand where the artist ends and where their personal brand begins. Take the case of Picasso, Dalí or Van Gogh, great stars of merchandising (with all my respect for their artistic production). Or cases such as Jeff Koons, labeled by his colleagues and gallerists as a “hall artist” for his prolific sales to private institutions and hotel chains.

What is clear is that both have one thing in common: telling stories.

Narrative is not only the link between them, it is the shared vehicle to convey a message, always wrapped in emotions and sensations. In this way, the message sinks in, creating that lasting bond. For this reason, art has become an extraordinary ally for the marketing departments of many companies.

“If you give money to an artist, they will turn it into art.”

This sentence, taken from the book The Death of the Artist by William Deresiewicz, raises this question from another perspective: the inevitable relationship between the artist, money, and their work. Inevitable because (unfortunately) without money there is no possible work. Putting a price on one’s art is one of the most unpleasant tasks for an artist, but why? Does an artist not wish to live exclusively from their production? Does that make them a sellout or a product? And if so, what is wrong with that, living in a consumer society like ours?

Beyond all these questions, on which everyone may have their own opinion, there is a space of opportunity where brands can contribute their communication strength, purchasing power, and social reach to elevate the creation of emerging artists. Because one thing is certain: society needs art in order not to lose curiosity, wonder, or identity.