Effects of Cross-Border Cooperation between Artists and Luxury Brands: A Case Study of the Collaboration between Nara Yoshitomo and Stella McCartney
These authors contributed equally.
- https://doi.org/10.2991/assehr.k.220504.497How to use a DOI?
- cross-border cooperation; Nara Yoshitomo; brand identification; younger generation consumers
In modern society, art and design forms are diversified. Art creation is no longer confined to the realm of its traditional self-existence. It has begun to explore cross-border collaborations with other fields so that collaborations between artists and brands are leading the mobilizations of public understanding. This paper takes the historical development of art and consumerism as a starting point and takes the artist Nara Yoshitomo as an entry point to analyze his cross-border case with the light luxury brand Stella McCartney. To explore the meaning and value behind the cross-border collaboration from the perspective of culture and economy, both the photographic and sociological methods are adopted. It is argued that Nara Yoshitomo’s success proves that cross-border cooperation for modern art design can benefit from the popular culture and identifiable expression of younger generation consumers.
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Cite this article
TY - CONF AU - Jiaying Chen AU - Pengyan Chen AU - Lingxuan Liu AU - JuneMeiLing Zhou PY - 2022 DA - 2022/06/01 TI - Effects of Cross-Border Cooperation between Artists and Luxury Brands: A Case Study of the Collaboration between Nara Yoshitomo and Stella McCartney BT - Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022) PB - Atlantis Press SP - 2735 EP - 2739 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220504.497 DO - https://doi.org/10.2991/assehr.k.220504.497 ID - Chen2022 ER -