The latest article on Sotheby’s Institute of Art focusses on luxury branding through art collaborations.
I have contributed with a quote on the status cachet offered by collaborations:
Luxury brand and art collaborations have increasingly promoted ‘cultural capital’ as a status badge for luxury consumers. In the past, the possession or access to luxury goods and experiences was exclusively based on the elites’ purchase power, which conveyed their economic and social capital. Collaborations with artists add a cultural layer to luxury consumption, providing consumers and audiences with a perceived sense of connoisseurship
The article is available here