Would you like a painting with your trunk, madam? Why are there art galleries in fashion stores?

To many of us, artists are cool and clever; they defy and challenge societal expectations, and represent freedoms that most can only dream of. Visual artists have long exerted influence on the fashion world, as commentators, partners and muses. On a purely creative level, the relationship between artists and fashion designers is logical. Recently, the alliances between art and fashion appear to have extended further into other areas of the industry – namely, retail and marketing. While mainstream brands occasionally venture into artist partnerships (Damien Hirst and Levi’s, 2008), it is primarily luxury retailers that have explored such alliances – Louis Vuitton, Hermès and Prada, most notably. For these companies, outcomes have grown to more than simple product development. The alignments have morphed into all-of-brand, cross-platform, global marketing strategies. This article explores the next wave of fashion/art liaisons, notably the increasing presence of exhibition galleries in luxury brand flagship stores, specifically Louis Vuitton, and attempts to contextualize this development from the art, museum and fashion perspectives.