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Brands and Graffiti: When Art and Luxury Come Together
IFA Paris Voice

Brands and Graffiti: When Art and Luxury Come Together

By February, 2019November 23rd, 2023No Comments

Loving fashion implies knowing how to play with codes and trends.

Being trendy forces the designer to leave his comfort zone to take these exploratory paths that will lead him to other horizons and boost his creativity. For this reason, IFA Paris encourages their students to awaken their intellectual curiosity by multiplying immersive experiences in sometimes unknown worlds.

Alternating theoretical and practical teaching, our school enriches its’ courses with artistic discoveries to stimulate another form of inventiveness… and commercialization.

Antagonistic for some, complementary for others, the worlds of art and fashion are gradually breaking down barriers to become one. In contrast to traditional schemes, many brands are increasing their collaborations with artists. With the main objective? Transforming this cultural value into an atypical communication medium.

Brands and Graffiti

In this overcrowded market where everyone struggles to stand out, brands rely on art to break established codes, convey a strong message, seduce a younger audience eager to identify with chromatic trends other than those inspired by the greyish society in which they live…

Since the 1960s and Saint Laurent’s Mondrian dress, abstract art has given way to a more urban art style with the influences of graffiti and street art. Gone are the illegal beginnings of tags, their introduction into fashion revitalizes the sector and hits the millennial clientele who show a proven interest in this street culture which is no longer ephemeral.

Capsule collections sold in limited quantities are regularly made: Jeremy Scott revisits Keith Haring’s works by affixing them to strong pieces for Adidas, Louis Vuitton pays tribute to Stephen Sprouse through a collection of graffiti bags, Kongo reinterprets Hermès’ squares… collaborations have abounded over the past two decades!

By immersing themselves in this artistic DNA, students at IFA Paris will in turn be able to grasp the Arketing trend (a contraction of art and marketing) that Warhol praised long before its’ decoding:

“Business art is the next step after art. I started as a commercial artist and I would like to end up as a business-artist.” (Andy Warhol)