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When attending major art fairs in global locations like London, New York or Seoul, the pervasive presence of sponsorships and partnerships with luxury fashion brands cannot be ignored (Ugelvig in Why fashion has entered the business of arts institutions, 2023; Binkley in How Frieze became a luxury launch pad, 2024). This phenomenon extends to art magazines with publications like Frieze and Tate etc., where fashion campaigns take precedence in advertising space. In fact, the majority of advertising in art magazines prioritises fashion. Fashion brands such as Loewe have begun collaborating with artists as campaign models and positioning them prominently in front-row fashion show seats. This shift underscores a significant trend in the fashion industry, moving beyond traditional artist collaborations for fashion collections toward large-scale advertising campaigns. Previous research identified the most effective art marketing strategies of luxury fashion houses for value creation, brand value and consumer relationship (Grassi, in J Fashion Mark Manag: Int J 24:327–241, 2020; Yang et al. in Creativity and marketing: the fuel for success, Emerald Publishing Limited, pp 133–147, 2021; Huang in Adv Econ Manag Polit Sci 55(1):7–15, 2023). Yet, despite the significant marketing presence of fashion communication, there remains a gap in the content strategy understanding in art publications and fairs. Therefore, this research seeks to delve into the ways fashion brands use the art market as a tool to enhance brand marketing strategy through art fairs and publications. By conducting a qualitative content analysis of fashion campaigns and targeted advertising based on the case study of Frieze Art Fair and magazine over the past three years, this study aims to identify key content strategies employed by fashion brands. This research only considers post-pandemic timescale of art marketing content of the luxury fashion brands within specific art publication and spaces linked to contemporary art. Moreover, content analysis limits the scope of collected data. This research offers practical solutions for fashion marketing professionals and develops a nuanced contribution to marketing literature within the fiercely competitive fashion industry in the field of art fairs and publications.

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Visual Language in Fashion: Art Marketing Content Strategies of Luxury Fashion Brands

  • 会议论文

  • 发表日期：

    2026年

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  • Alexandra Saushkina

摘要

When attending major art fairs in global locations like London, New York or Seoul, the pervasive presence of sponsorships and partnerships with luxury fashion brands cannot be ignored (Ugelvig in Why fashion has entered the business of arts institutions, 2023; Binkley in How Frieze became a luxury launch pad, 2024). This phenomenon extends to art magazines with publications like Frieze and Tate etc., where fashion campaigns take precedence in advertising space. In fact, the majority of advertising in art magazines prioritises fashion. Fashion brands such as Loewe have begun collaborating with artists as campaign models and positioning them prominently in front-row fashion show seats. This shift underscores a significant trend in the fashion industry, moving beyond traditional artist collaborations for fashion collections toward large-scale advertising campaigns. Previous research identified the most effective art marketing strategies of luxury fashion houses for value creation, brand value and consumer relationship (Grassi, in J Fashion Mark Manag: Int J 24:327–241, 2020; Yang et al. in Creativity and marketing: the fuel for success, Emerald Publishing Limited, pp 133–147, 2021; Huang in Adv Econ Manag Polit Sci 55(1):7–15, 2023). Yet, despite the significant marketing presence of fashion communication, there remains a gap in the content strategy understanding in art publications and fairs. Therefore, this research seeks to delve into the ways fashion brands use the art market as a tool to enhance brand marketing strategy through art fairs and publications. By conducting a qualitative content analysis of fashion campaigns and targeted advertising based on the case study of Frieze Art Fair and magazine over the past three years, this study aims to identify key content strategies employed by fashion brands. This research only considers post-pandemic timescale of art marketing content of the luxury fashion brands within specific art publication and spaces linked to contemporary art. Moreover, content analysis limits the scope of collected data. This research offers practical solutions for fashion marketing professionals and develops a nuanced contribution to marketing literature within the fiercely competitive fashion industry in the field of art fairs and publications.