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Mar 27, 2024

Are fashion exhibitions the ultimate brand marketing strategy in 2024?

The latest brand exhibition unveiled? Loewe’s, just days ago. Exquisite, opulent, and majestic in Shanghai. It offered a truly interactive journey through time, space, materials, and craftsmanship, infused with art and culture, animated by the signature playfulness of the LVMH-owned brand. Dubbed Crafted World, it marks the maison’s first public showcase.

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Un post condiviso da LOEWE (@loewe)

Curated by Jonathan Anderson, Loewe’s creative director, as a “homage to all the artisans of the world who’ve dedicated their lives to the handmade,” it takes visitors on an immersive voyage through iconic models and cultural collabs that have influenced the brand’s history, from its beginnings in Madrid in 1846 as a collective of leather artisans to its current position as a leading luxury fashion house.

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Following the resounding triumph in Shanghai last April and London in October, Gucci is set to unveil the newest version of its travelling exhibition, Gucci Cosmos, this October at the Kyoto City KYOCERA Museum of Art in Kyoto. The exhibition serves as a tribute to its Florentine shoemaking heritage and a celebration of the brand’s enduring creativity. It promises attendees a whimsical journey through the past and future, all while honouring its deep connections with Japan.

Undoubtedly, we can expect more of these exhibitions to grace the global stage in the months to come. Why? Because launching fashion exhibitions has become the premier brand marketing strategy to drive sales of apparel and accessories, especially within the host countries. 

While the trend seems harmless for now, my concern is the potential overuse of art as a powerful business and sales tool. Art is still art, and business is still business. While art can be a business in today’s world, it’s essential to strike a delicate balance between the two realms.



Angelo Ruggeri
Journalist, Master’s Programme Tutor & Fashion Styling Course Leader, Milan