Milano, 17 April. (askanews) – No longer just style, but also culture. Italian fashion invests more and more in art. According to Deloitte research, 66% of fashion companies are involved in cultural and artistic activities, while 68% invest in heritage and craftsmanship. It was discussed in Milan, in the spaces of the Deloitte Gallery, at“Patrons of Fashion” event brought together artists, designers and companies during the Miart week: among the protagonists Michelangelo Pistoletto, Fabrizio Plessi, Antonio Marras and Angela Missoni, together with institutions and operators in the sector.
Fashion and art, 66% of Italian companies invest in culture
“The relationship between fashion and art is a relationship that dates back to the beginning of time. What changes today is that companies in the fashion sector invest in art and consider it a strategic investmenttherefore no longer parallel and separated from their core business, but integrated into the strategy and they do so following two main lines – explained Barbara Tagliaferri, Head of Arts & Culture at Deloitte – The first which is an investment in the culture of the trade, in craftsmanship. The second is an investment in actual cultural initiatives such as foundations, partnerships and investments in art and culture projects.”
Foundations, corporate museums and partnerships become key toolswith effects that go beyond branding and touch on sustainability and territory. But the need to measure impact is also growing. “The investment in art and in support of culture – explained Ernesto Lanzillo, Deloitte Private Leader – can be enhanced by giving not only qualitative indications of the effort made by the fashion brand on the territory, but also by measuring its impacts with indicators that give an effective clarification of the value of the investment in supporting the cultural initiative supported”.
Collaborations between artists and brands
Collaborations between artists and brands are increasing, but require clear rules. “Partnerships that have creativity at their center certainly have the potential need to structure a good relationship from the beginning and formalize it, both in terms of the transfer and use of copyright, and in terms of responsibility and all the legal and regulatory aspects that surround the relationship – underlined Ida Palombella, Global Lead Fashion & Luxury at Deloitte – We are at an intermediate point because the artists sector is certainly not the most sensitive sector to regulatory aspects but we also notice a growing awareness that these aspects are crucial precisely for making the relationship work as best as possible”.
Fashion, an art form
An evolution that pushes fashion towards a role that is increasingly closer to art. “At this moment fashion, which needs to be recognized more and more – explained Fabiana Giacomotti, head of “Il Foglio della Moda” – is placed alongside the sector that is most similar to it, that of art. It is no coincidence that for many years, for centuries, fashion has defined itself as an applied art, therefore it tries to be less applied, to be more art. And in all this it also helps the public to get to know art because as far as one can say the brand still has a recognition value”.
According to Deloitte, Italian fashion is transforming into an integrated cultural ecosystem, capable of combining economic and creative value.
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