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.

A mapping of all the intersections between the 2026 Venice Biennale and the fashion world

Una mappatura di tutti gli intrecci tra la Biennale di Venezia 2026 e il mondo della moda

The article maps the growing intersection between fashion brands and the 61st Venice Biennale in 2026, detailing specific collaborations. Zegna is the main sponsor of the Italian Pavilion, supporting Chiara Camoni's project "Con te con tutto" curated by Cecilia Canziani, using materials from Zegna's Oasi Zegna and Lanificio. Bottega Veneta renews its partnership with Pinault Collection to support Lorna Simpson's exhibition "Third Person" at Punta della Dogana, curated by Emma Lavigne, and also presents a public intervention at Campo Manin. Swatch celebrates 15 years of the Swatch Art Peace Hotel with the exhibition "Flora Fantastica" at the Giardini Reali, featuring artist Elisa Insu. The newly opened Fondazione Dries Van Noten at Palazzo Pisani Moretta debuts with "The Only True Protest Is Beauty," curated by Dries Van Noten and Geert Bruloot.