Fashion houses accessorise with architectural gems and cultural events

Luxury brands are investing in notable buildings with architectural heritage as a means of expanding their cultural presence. Miu Miu held its autumn winter show at the Palais d’Iéna in Paris - the first ever event staged by the headquarters of the Conseil Economique Social and Environmental.  Miuccia Prada’s demob minxes strode through the elegant neoclassical design built between 1936 and 1946 in their snow drop embroidered tea dresses, fur collars  and broad sculpted top coats on the pink and green marble floor. The harmonious Auguste Perret building (dubbed 'a poet in concrete') working perfectly with the collection. 

Prada announced plans to collaborate on a series of cultural events and programmes at The Palais, a registered historic monument. The concept is to create a Citizen’s House - a forum for debates on culture and society. The investment is part of an inspiring programme of arts and culture that is embedded in the Prada ethos. At the Venice Biennale, works from Miuccia and Patrizio Bertelli’s impressive collection were on show at a new Prada Foundation housed at Ca’Corner - a newly restored 18th-century palazzo of some 65,000 square foot on the Grand Canal. At the Biennale, Missoni, Hogan and Y3 all staged events linking their design output with the adventurousness, integrity and experiment of contemporary art.

Artists collaborations with fashion are now a regular feature of premium fashion brands with Fendi working with designers at Design Miami/Basel to create laboratory like research projects and, on a more niche level, Maia Norman, Damien Hirst’s wife, collaborating with artists on her Mother of Pearl label. Matt Collishaw (AW 10) Jim Lambie (SS 11) precede Keith Tyson who has created 5 prints for her sports orientated styles for AW 11. 

Tod’s the luxury accessories brands owned by Diego Della Valle is also undertaking a serious cultural investment, underwriting the complete restoration plans for Rome’s historic Colosseum. The monetary commitment is a staggering 25 million euros. 'It is both an honour and a duty to contribute to the support of our country’s image, credibility and cultural heritage,' comments della Valle of the 8-phase restoration programme devised by the Italian Ministry of Culture that sent out a public works bid last year to invite private sector sponsorship. Della Valle also sponsors events at Milan’s Teatro alla Scala, the city's world renowned opera house. Fashion may be considered fickle, but its business brains are showing deep substance. 

Harriet Quick is the Fashion Features Director at Vogue