Theatre, production, performance: fashion invests in art

Fashion houses like Chanel are increasingly investing in contemporary art, not merely as inspiration for prints or patterns but as a strategic tool for brand positioning and cultural credibility. Gallery owner Tristan Paprocki, who recently opened a Milan space with partner Guido Romero Pierini, notes that brands now seek out emerging artists to demonstrate foresight and support new talent. Chanel has collaborated with Berlin's Hamburger Bahnhof museum for large-scale installations by artists such as Klára Hosnedlová and Lina Lapelytė, and has announced ten artists for the third edition of its Next Prize 2026, including Bárbara Sánchez-Kane, Pan Daijing, and Álvaro Urbano. These artists work across fashion, sculpture, and performance, blurring the lines between clothing and contemporary art.

Fondazione Bvlgari Bets on the Venice Biennale: Beyond the Pavilion in the Giardini, an Exhibition at the Biblioteca Marciana

Fondazione Bvlgari scommette sulla Biennale di Venezia: oltre al padiglione ai Giardini, una mostra alla Biblioteca Marciana

Fondazione Bvlgari is making its debut at the Venice Biennale with a collateral exhibition at the Biblioteca Nazionale Marciana, featuring site-specific works by Monia Ben Hamouda and Lara Favaretto. The show runs from May 9 to November 22, 2025, alongside the 61st International Art Exhibition. Ben Hamouda presents 'Fragments of Fire Worship,' neon sculptures in the Vestibule that explore language and cultural heritage, while Favaretto installs the final edition of 'Momentary Monument – The Library' in the Salone Sansovino, inviting public consultation of donated books. Additionally, Bvlgari has a pavilion in the Giardini featuring Canadian artist Lotus L. Kang, as part of a three-edition partnership with the Biennale through 2030.