Chinese Contemporary Artists Lead Luxury Brands into New Territory

A new generation of wealthy, globally aware and media-savvy Chinese collectors made its mark in the world of art and it wasn’t long until luxury brands picked up on the cue. If it wasn’t already the case before, it was now clear to the art world and luxury houses alike that China was an essential market to seduce, and so, they joined forces.

Renowned contemporary sculptor Cai Zhisong is a hot favourite among luxury brands. He is the ambassador for several prestige companies such as Porsche, BMW, Mercedes Benz and Jaguar.

Collaborations between luxury brands and artists are nothing new in Asia. What is new, however, is the focus Western luxury brands are placing on Chinese contemporary artists, specifically. With market interest remaining steadily strong for Chinese contemporary art in the last few years, it’s a clever bandwagon to latch onto.

And it goes both ways. Such crossover collaborations enable artists’ works to be seen by a wider and more international audience, and give them the freedom to create something truly extraordinary.

 

Award winning Chinese contemporary photographer Yan Zhixiong collaborated with Dolce & Gabbana.

 

Contemporary female artist Peng Wei worked with Graff Diamonds London and created an exclusive artwork to compliment the brand’s new jewellery launch targeted at the Asia market.

To some artists though, the whole point of such collaborations is precisely to challenge themselves, and the brand, and explore unfamiliar creative territory.

Perhaps the most recognisable face in the Chinese contemporary art market, established artist Yue Minjun has been invited to collaborate with several luxury brands to come up with limited edition series, one of which is Swiss watch maker Hublot.

 

Chinese contemporary artist Lu Hao’s cracked-porcelain effect creation of the Ferrari 599 GTB Fiorano China

Through investing in artistic partnerships, luxury maisons are favouring the long-term effects of experiences over the one-off sales resulting from more traditional forms of advertising. In this sense, they are banking on potential consumers developing an affinity with the brand’s identity and overall vision, and in turn purchasing their goods.

Contemporary photographer Wang Qingsong holds the highest esteem of being the most expensive Chinese contemporary photographer ever auctioned. He was part of the ‘Christian Dior & Chinese Artists’ exhibition at the Ullens Center of Contemporary Art.


Some may feel that artists will start to become too commercial. However, commercial and philanthropic goals are not necessarily exclusive. On the contrary, they can benefit from each other as art initiatives are a crucial pillar in today’s art landscape, facilitating projects and commissions that are not possible by museums, galleries, or collectors themselves.At its best, this kind of patronage allows brands to stay relevant, relatable and fashionable, while providing artists with resources (financial and otherwise) to expand their practices.

Chinese artist Liu Wei built the the runway set where Max Mara’s collection was showcased. The collection was inspired by the artist.


Judging from the current trend, Chinese artists are highly coveted for special commissions and short-term partnerships, they are also making their way into luxury establishments with large-scale exhibitions, residencies and prizes.

*extracted from Jing Daily