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What We’ve Read: Vacheron Constantin goes Vintage while Audemars Piguet Sports New Retail Strategies

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Camille Lake

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This is the featured image caption
Credit: This is the featured image credit

Luxury Society’s selection of news articles that are not to be missed this week.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

Luxury Society’s selection of news articles that are not to be missed this week.

1. Vacheron Constantin Begins Vintage-Theme Instagram Feed

Vacheron Constantin’s @thehourlounge Instagram account is gathering a community of vintage watch enthusiasts and collectors onto a platform where they can share the brand's 260-year heritage through historical timepieces.

Read this on Luxury Daily.

2. At Audemars Piguet, Sales Go Beyond the Showroom

François-Henry Bennahmias, the company’s chief executive, sees events like golf outings as one more way to court customers.

Read this on The New York Times.

3. Inside Dior’s First Micro-Influencer Campaign

With luxury brands finally coming around to influencer marketing, Dior is taking a unique approach by going after micro-influencers, who theoretically drive more engagement.

Read this on Glossy.

4. Amongst Luxury Brands, Instagram is the Top Engagement Platform

PMX Agency reveals in its latest annual Luxury Brands Online report, the top luxury brands and websites.

Read this on WWD.

Cover Image Credit: Vacheron Constantin's @thehourlounge Instagram Account

Camille Lake

Writer, Luxury Society

Before joining the editorial team at Luxury Society, Camille worked with a South African magazine, The Month, as well as a Swiss digital publication, Luxuria Lifestyle. She then went on to join the team at a leading business publication in Geneva, Bilan Magazine.

CAMPAIGNS

What We’ve Read: Vacheron Constantin goes Vintage while Audemars Piguet Sports New Retail Strategies

by

Camille Lake

|

This is the featured image caption
Credit : This is the featured image credit

Luxury Society’s selection of news articles that are not to be missed this week.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

Luxury Society’s selection of news articles that are not to be missed this week.

1. Vacheron Constantin Begins Vintage-Theme Instagram Feed

Vacheron Constantin’s @thehourlounge Instagram account is gathering a community of vintage watch enthusiasts and collectors onto a platform where they can share the brand's 260-year heritage through historical timepieces.

Read this on Luxury Daily.

2. At Audemars Piguet, Sales Go Beyond the Showroom

François-Henry Bennahmias, the company’s chief executive, sees events like golf outings as one more way to court customers.

Read this on The New York Times.

3. Inside Dior’s First Micro-Influencer Campaign

With luxury brands finally coming around to influencer marketing, Dior is taking a unique approach by going after micro-influencers, who theoretically drive more engagement.

Read this on Glossy.

4. Amongst Luxury Brands, Instagram is the Top Engagement Platform

PMX Agency reveals in its latest annual Luxury Brands Online report, the top luxury brands and websites.

Read this on WWD.

Cover Image Credit: Vacheron Constantin's @thehourlounge Instagram Account

Camille Lake

Writer, Luxury Society

Before joining the editorial team at Luxury Society, Camille worked with a South African magazine, The Month, as well as a Swiss digital publication, Luxuria Lifestyle. She then went on to join the team at a leading business publication in Geneva, Bilan Magazine.

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