© 2020

The Artification of Luxury Fashion Brands

Synergies, Contaminations, and Hybridizations

  • Marta Massi
  • Alex Turrini

Table of contents

  1. Front Matter
    Pages i-xvii
  2. Andrea Rurale, Stefano Prestini
    Pages 63-87
  3. Giorgia Sepe, Alessia Anzivino
    Pages 89-112
  4. Federica Antonaglia, Juliette Passebois Ducros
    Pages 113-139
  5. Chiara Piancatelli, Piergiacomo Mion Dalle Carbonare, Manuel Cuadrado-García
    Pages 141-162
  6. Back Matter
    Pages 163-166

About this book


Despite being vastly different both socially and economically, art and fashion are increasingly converging to collaborate in mutually advantageous ways. This book discusses the mutual benefits of collaboration through analysis of successful case studies, including corporate art collections and museums, patronage and sponsorship initiatives, and art-based brand management in the fashion sector. It provides a categorization of the strategies that fashion firms employ when they join the art world and illustrates how art and fashion brands can interact strategically at different levels. This book will be a valuable resource to researchers, providing an enhanced understanding of the potential of artification for managing brands and products.


Artification fashion brands authenticity brand legitimacy institutional theory collaboration between art and fashion

Editors and affiliations

  • Marta Massi
    • 1
  • Alex Turrini
    • 2
  1. 1.Desautels Faculty of ManagementMcGill UniversityMontréalCanada
  2. 2.Bocconi UniversityMilanItaly

About the editors

Marta Massi is Lecturer of Marketing at McGill University, Canada. She has previously served as Assistant Professor of Marketing at Università Cattolica del Sacro Cuore, Italy and a visiting scholar at Deakin University, Australia. Her research interests include branding and arts and culture marketing. Her work has been published in national and international journals, including Journal of Global Marketing, Journal of Consumer Affairs and International Journal of Technology Management.

Alex Turrini is Associate Professor of Arts Management and Cultural Policy at Bocconi University, Italy. He has been Director of the SMU Meadows Division of Arts Management and Arts Entrepreneurship as well as visiting professor of Arts Management and Cultural Policy at SMU Meadows and Cox School of Business, USA. He carried forward several research, training and consulting projects with different national and international public sector organizations involved in the arts. His research activities center on public policies and management in the arts and cultural sector, arts collecting behavior and inter-organizational networks in the arts.

Bibliographic information

  • Book Title The Artification of Luxury Fashion Brands
  • Book Subtitle Synergies, Contaminations, and Hybridizations
  • Editors Marta Massi
    Alex Turrini
  • Series Title Palgrave Studies in Practice: Global Fashion Brand Management
  • Series Abbreviated Title Palgrave Studies in Practice: Global Fashion Brand Management
  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature Switzerland AG, part of Springer Nature 2020
  • Publisher Name Palgrave Pivot, Cham
  • eBook Packages Business and Management Business and Management (R0)
  • Hardcover ISBN 978-3-030-26120-7
  • Softcover ISBN 978-3-030-26123-8
  • eBook ISBN 978-3-030-26121-4
  • Series ISSN 2523-3505
  • Series E-ISSN 2523-3513
  • Edition Number 1
  • Number of Pages XVII, 166
  • Number of Illustrations 12 b/w illustrations, 3 illustrations in colour
  • Topics Marketing
    Fine Arts
  • Buy this book on publisher's site
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