Artist Kustaa Saksi, known for tapestries inspired by the visual auras of his migraines, has created a new work titled "Golden Threads" in collaboration with luxury hair-care brand Oribe. The tapestry, woven at the TextielMuseum’s TextielLab in Tilburg, took six months and over 180 pounds of thread, and is an abstract homage to the Norse goddess Sif. It is part of Oribe’s annual artist program, now in its eighth year, which invites creatives to reinterpret the brand’s visual language for limited-edition holiday packaging. Past participants include photographer Thandiwe Muriu, digital painter Kohei Kyomori, and clay artist Rowan Harrison.
This collaboration matters because it exemplifies the growing intersection between visual art and commercial branding, where luxury companies treat product packaging as a canvas for high-concept artistic expression. Oribe co-founder Daniel Kaner emphasizes that the brand has become "an art project" beyond shampoo, sending staff to art shows and museums. The partnership also highlights how artists like Saksi can reach broader audiences through commercial platforms while maintaining their distinctive creative voice—here, translating his hallucinatory, nature-inspired visual language into a textile that evokes the movement of hair.