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The other rules of the game: an analysis of the relationship between the fashion industry and the contemporary art market: Fondation Louis Vuitton and Pinault collection as cases

Grant number: 19/10315-5
Support type:Scholarships in Brazil - Doctorate
Effective date (Start): September 01, 2019
Status:Discontinued
Field of knowledge:Humanities - Sociology - Other specific Sociologies
Principal researcher:Renato José Pinto Ortiz
Grantee:Henrique Grimaldi Figueredo
Home Institution: Instituto de Filosofia e Ciências Humanas (IFCH). Universidade Estadual de Campinas (UNICAMP). Campinas , SP, Brazil
Associated scholarship(s):20/02298-0 - The other rules of the game: an analysis of the relationship between the fashion industry and the contemporary art market. Fondation Louis Vuitton and Collection Pinaul as cases studies, BE.EP.DR

Abstract

This research questions the real power of capital from fashion luxury conglomerates - namely, LVMH and KERING - in the contemporary art market. In the context of financial capitalism, luxury companies take ownership of mechanisms once exclusively belonging to the universe of the arts, namely, auction houses, galleries and museums. This type of entry, historically dated in the 1980s from the privatization of culture, and more sensitive in the last three decades, culminates with the rise of corporate collectivism and the emergence of large art foundations run by fashion companies. By focusing the logistical tools (auction houses such as Phillips and Christie's), discursive-institutional (foundations of art) and economic capital, these firms assume a leading role in the art world. The central questions of this analysis are: what is the reach of these institutions for a normatization of contemporary art, that is, the ways of thinking, creating and marketing art? Moreover, do they have power over the formatting of new artistic careers and the launching of aesthetic trends? Using the Louis Vuitton and Pinault foundations as case studies, we plan to answer these and other inquiries. (AU)

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