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.