Luxury Brand Ambition: From T To Museum

" Bvlgari The 125 Italy classic design art exhibition was unveiled in February 17th in Shanghai's Sinian Museum. Apart from the full display of all the exhibits to be held in Beijing in 2011, the art gallery has exclusively dedicated the Ellizabeth Taylor jewelry exhibition hall to the mainland for the first time to see the legendary star's Bvlgari jewellery. On the evening of the opening ceremony, more than 2000 spectators were attracted to see the exhibition and crowded the museum.

Nowadays, the relationship between fashion and exhibition is getting closer and closer. Luxury brand From the exclusive stores, shopping malls and T platform, turn to the museum to find a wider exhibition space. Whether initiated by a museum or commissioned by a brand or an organization, the number of exhibitions in the name of fashion is increasing. Meanwhile, the number of visitors is increasing.

"Fashion art also has its own followers." "Clothing is very close to people," said Pamela Golbin, curator of Les Arts D e coratifs in Paris. The museum will begin to exhibit "Marc Jacobs Louis Vuitton" in March 9th. The exhibition has not yet started and has attracted many media reports. The American designer recently terminated negotiations on becoming a Christian Dior fashion designer, and is expected to remain in the LV brand, who has been director of art since 1997.

　 The fashion exhibition of the fans

The "Alexander McQueen: the beauty of the wild" exhibited at the Metropolitan Museum of New York recently attracted 661509 visitors and became one of the 10 most visited exhibitions in the museum.

"Obviously, the great success of McQueen's exhibition is explained. Mission Runway You can find safer places to live in museums. " Harold Koda, director of the clothing department of the Metropolitan Museum of New York commented. "Why is fashion so attractive? Because it can be approached and interpreted from all angles. In the end, everything will return to the artwork itself: its originality, its unparalleled technical details, and its unique and amazing beauty.

Last year, many other fashion exhibitions also attracted a lot of eyeballs. "The Art of the Automobile: Ralph Laurenx's antique sports car collection exhibition" attracted 152000 visitors, exceeding the four months before the Les Arts D coratifs Museum.

At the beginning of last year, at the beginning of Moscow, the scene of the long queue in front of the Pushkin museum was unforgettable. At that time, an exhibition called "Inspiration Dior" exhibited 120 exquisite costumes and attracted 250000 visitors.

Chanel's "Culture Chanel" exhibition at the Shanghai contemporary art gallery attracted 70000 visitors, and later it was exhibited at the The National Gallery in Beijing.

The Jean Paul Guiltier retrospective attracted 173000 visitors during the first exhibition in Montreal Museum of Fine Arts. It became the more than 2 exhibition of visitors after the exhibition five years ago, called "the emperor of the warrior and the Terracotta Army of China". Subsequently, the exhibition was held in Dallas Art Museum in November.

Max Mara's "Coats!" exhibition, which was exhibited in Moscow National History Museum, attracted more than 90000 visitors in January 10th. The tour has been exhibited in Berlin, Tokyo and Beijing respectively.

In Holland, the Groninge Museum organized an exhibition dedicated to Azzedine Ala a, and Walter van Beirendonck retrospective exhibition at the Antwerp Fashion Museum.

　　 Eternal "latest fashion"

In November 2011, Mr. Roger Vivier's shoe collection series was auctioned at auction houses. The Roger Vivier brand, together with the French shoe manufacturers association and the government, has collected about 80% of the 340 collections, preventing them from being scattered among collectors. Many collections have now returned to the Roger Vivier showroom and exhibition hall of the Rome Museum.

The curators of the museum said that before 1980s, archives were usually a burden for fashion designers, until Diana Vreeland, a special consultant of the New York Metropolitan Museum of clothing, wanted to make an exhibition of Yves Saint Laurent, which was a great success after that.

Koda said that Saint Laurent found the importance of retaining her lifelong efforts. "Since then, many design rooms have begun to collect valuable information and works from the past and the past. This is very important for retaining those works that are not so popular now but whose value is praised by others. " He explained.

The establishment of a permanent museum with fashionable designs may be the latest trend in this industry. The new Gucci Museum in Florence is located in the Della Signoria square where visitors live. Gucci's CEO Patrizio di Marco says the museum often receives visitors close to the museum's content on weekends.

"The cafe restaurant in the restaurant has been booked for the main meal time, and the bookstore has attracted a lot of tourists. Probably there are few places in Florence like this bookstore." He said, "we have always been very confident about the heritage and history of our brand, including a passion for innovation. I think museums give us an opportunity to recognize and celebrate past achievements and values which are more important than before because our customers regard the quality and integrity of brands as more important.

Step into the Museum

In 2012, the pace of fashion show will not slow down, Venice Fortuny Museum The Diana Vreeland exhibition will be held in March. In the same month, the Design Museum of London will hold the Christian Louboutin retrospective exhibition. The Barbican Museum in London will also hold a fifty year James Bond style exhibition in April, when Giorgio Armani, Prada, Oscar de la Renta and other brands will be exhibited. Next month, the Vitoria and Elbert art gallery will exhibit the "British charm" since Ballgowns:1950. There will be works of design masters such as Zandra Rhodes, Norman Hartnell, Catherine Walker, Alexander McQueen, Erdem and Gareth Gareth.

The Elsa Schiaparelli and Miuccia Prada on Fashion, which will be exhibited at the New York Metropolitan Museum of clothing, will no doubt be a great success after the McQueen exhibition. Chalayan sees the exhibition as a state of isolation from past fashions and other industries. "This form reinterprets the fact that fashion is part of culture, but many people have forgotten it," he said. "This form is not only for fashion lovers but also for fashion."

He explained further: "in museums, you can share more. Paintings and movies can be presented here. Usually, the designer decides how much time the audience will spend to see your work and decide whether a show is 10 minutes or 15 minutes. In museums, the time to stop in front of a dress is up to you. " Many fashion brands have increased their investment in creating their own brand files, realizing that these will be rich resources on display.

The Balmain exhibition, planned for 2012 in Beijing, has collected more than 1100 pieces. clothing And 22000 manuscripts, including the original manuscript of photos and media. The latest collection includes a rare manuscript in 1942, when Pierre Balmain was working with Christian Dior in the Lucien Lelong design office in Paris.

"We must always remember where we come from, and we must respect their efforts for the creator of the brand." Balmain's CEO Alain Hivelin says. "Marketing is a must, but if the brand is not available, promotion is meaningless."