Art and fashion seem two opposite worlds, actually they have many aspects in common. Fashion and art have always been two worlds in dialogue, which often mix and influence each other.

It’s not just a relationship of economic interest; we are talking about manifestations, expressions and interpretation of life, which are based on creativity. For this reason it’s a constantly evolving relationship.

Stylists are not only inspired by the art world to create their collections, but they use archaeological areas and museums as locations for their fashion shows.

In our article you may find some examples of luxury brands that have understood the importance of combining fashion with art. Discover more!

The First Fashion Shows in Museums

Museums are not new to being the locations of the most important luxury brands.

In 1952 in the Sala Bianca of Palazzo Pitti, the entrepreneur Giovanni Battista Giorgini organized a fashion show with the stylists Emilio Pucci, the sisters Fontana, Capucci, Simonetta Colonna, Giovanna Caracciolo, Germana Marucelli and many others; this event marked the birth of Italian fashion.

In 1970 Roberto Capucci, an Italian designer, presented his work for the first time in the National Etruscan Museum of Villa Giulia, in Rome, with a collection that revolutionized the tradition of fashion shows, with models wearing low-heeled boots, without make-up and with natural hair.

In 2017, 65 years after the first opening in the Sala Bianca, was celebrated the combination of art and fashion with the anniversary event of the designer Stefano Ricci.


Gucci was one of the first luxury brands to understand the importance of combining fashion with art.

In 2011, Gucci had opened its Museum choosing the ancient Palazzo della Mercanzia in Florence; previously the building was a bank.

Frida Giannini, ex Gucci’s creative director, transformed the bank into her fashion headquarters. The Gucci Museum project, also called Gucci Garden, is born.

It’s a place to share with the public the wonders of the luxury brand’s archive. On May 28, 2011, Gucci chose the location of the Capitoline Museums in Rome, where he created his collection.

The current artistic director of Gucci, Alessandro Michele, wants to give a new communicative style, which sees art and culture as the protagonist. The passion for art can also be seen in the photoshooting, in fact, the Prefall19 collection, were shoot in the archaeological parks of Pompei, Ercolano e Selinunte.

The artistic commitment of this brand is also manifested in its decision to finance the recovery project of Rupe Tarpea in Rome, for an investment of 1.6 milion Eur.

The works will be completed in 2021, the year in which the hundredth anniversary of the birth of the fashion house.


In 2019 the Valley of the Temples, an archaeological area located in Agrigento, Sicily, became the location for the luxury fashion shows of Dolce&Gabbana.

More than 150 models, including Bianca Balti, Isabeli Fontana and Marpessa Hennink, paraded at the archaeological site.

In this unique setting in the world, the Haute Couture creations have evoked the timeless myths of classicism, which for centuries have continued to fascinate poets, painters and sculptors- wrote Dolce&Gabbana.

The fashion show in the Valley of the Temples was part of a three-day event:

  • the first event was dedicated to high jewelery and took place in Palma di Marchiaro;
  • the second day took place in the Temple of Concord in Agrigento for women’s high fashion;
  • finally, in Sciacca has paraded haute couture for men’s fashion.

It’ s a tribute by the two stylists to Sicily and its beauties capable of enchanting, surprising and inspiring even after thousands of years.

However, all these events must be authorized in advance by the Superintendents and the Fire Department.


In 2019 Louis Vuitton chose the Louvre as the location for its fashion shows.

Louis Vuitton has organized an immense tunnel of glass and neon lights, in front of the architect Pei’s water basins and a short distance from the Pyramid. The models with their dresses play with graphics and volumes, making the atmosphere very suggestive.


Fashion is constantly evolving and museums have become the new location for luxury brands.

Many brands decide to create their own museums; an example is the Prada Foundation Museum of Contemporary Art in Milan.

The museum was founded in 2015 and the goal is the presentation of exhibitions and cultural events aimed at promoting research, study and knowledge of contemporary art. The commitment that luxury brands demonstrate for museums is increasingly relevant.

Thanks to a financing from Bvlgari, the monument of the Ara Pacis in Rome have been upgraded with halogen lighting with new generation LED lamps, which can be graduated according to the time of day and the seasons.

Fashion houses are constantly looking for new branding strategies and the art world favours experimentation. A perfect relationship that brings benefits to both sides!

If you liked this article on art and fashion, read our article on Dante’s journey in the heart of Italy.