Luxury Strategy

Two Ways to Borrow Art: What Louis Vuitton x Jeff Koons and Dior Men x KAWS Reveal About Luxury Strategy

Luxury brands employ two distinct strategies when collaborating with artists: 'masterpiece reproduction' to borrow existing prestige, as seen with Louis Vuitton x Jeff Koons, or 'artist reinterpretation' to generate new meaning, exemplified by Dior Men x KAWS. Understanding these models reveals key insights into luxury brand strategy and cultural capital.