Luxurious Philanthropy

In the past years, it has been almost a requirement for luxury Houses to display good faith and interest in modern causes. Through an extensive involvement in non-lucrative activities, they have diversified their engagements to nurture projects that will help embellish our society.

A new landscape of philanthropical foundations

Towering the capital cities of fashion, foundations, show window of this evolution of the industry, have mushroomed in the last 20 years. Crafted by famous architects and curated by art connoisseurs, sometimes these connoisseurs being executive directors themselves, these centers of arts host regularly exhibitions and programs, giving place to new artists. From the famous ship of Frank Ghery in the heart of Paris’ most famous wood to Prada’s distillery in Milan, symbols of the friendship between art and fashion, these buildings shelter under their roof a wish of culture accessible for everyone. Some even nested inside historical buildings such as the Pinault collection represent this link between luxury and patrimony. But the purpose of these foundations does not lie only in the patronage of arts, but also in the fostering of movements dear to the world of fashion such as women rights, environment, and the search for new talents. Music, fashion and art programs proliferate in these foundations, sign of the good commitment of the superpowers of fashion. Now, as accountability is shaping the landscape of today’s economy, these engagements could seem like an act of clearing to shield themselves from reputational hazards. Moreover, as younger generations are more sensitive to the defence of causes of our modern days, these actions insure companies their consumers and employees’ loyalty. However, if it’s true that philanthropy has served brands also in their lucrative business, authenticity remains key in the development and management of foundations. Staying true to their DNA, houses curate exhibitions that reflect their image and values. Sign of houses’ greatness, foundations are becoming part of their history.

*Foundation Louis Vuitton by Daniel Buren*

Is there fashion without art?

Moreover, this commitment towards the protection and showcase of visual and musical arts was nurtured by another link between these three major disciplines. Although the luxury industry has been an oasis for investments and returns, the heart of this sector still stands in its art and craftsmanship. In fact, creative directors are animated by the same passion that defines an artist. Through the same search for creativity and inspiration, musicians, visual artists and fashion designers have developed their art. Thus, luxury brands over the years have called upon artists to create authentic and timeless fashion pieces. From Yves St Laurent Mondrian dress to Grace Kelly’s Botticelli scarf by Gucci, visual art has been an inspiration for designers. Particularly in the past years, an increasing number of collaborations saw the light, such as this year’s Stella McCartney’s collaboration with Japanese illustrator Hajime Sorayama, friend of the designer. As the luxury industry is evolving, visual and musical art found a new place in this sector. Designers and artists who bonded over their passion to create beauty and express their creativity nurtured friendship, such as Sabato de Sarno and Mark Ronson’s , which enhanced Houses’ creation and artistic scenery. In line with this strengthening of the bridges between arts, new foundations continue to emerge. The latest one, Bulgari, home of jewelry’s fine art and cultural sanctuary for many years, has followed its fellows.

Bulgari follows its fellows

Bulgari announced last month, in the middle of the Ara Pacis, the opening of its foundation at the heart of one of the most historical cities in the world, Roma. In line with the house’s commitment to legacy and savoir faire, this project has been developed to promote art in collaboration with Roman cultural institutions. Although already acting towards the preservation of national and international monuments since twenty years, this announcement represents a new step in Bulgari’s commitment as a patron of the arts. If Bulgari has already restored the home of Jules Cesar’s death’s scheme, the Curia of Pompey, the house is pursuing now its involvement in the restoration of major buildings in Italian history.

*Bulgari’s announcement at the Ara Pacis*

Moreover, as philanthropy has been deemed to enter into the DNA of the brand, the goal of this new foundation is to pass on its unique craftsmanship to new talents in order to pursue Bulgari’s legacy. To reach hidden talents and broaden the access to underprivileged children, this foundation will give a new dimension to the transmission of its savoir faire. As the Scuola Bulgari’s opening is planned in the next years, the education based on the house’s knowledge of stones and heritage will enhance the recruitment of new generations at the heart of LVMH’s jewel.