So, recently there was news that Maison Margiela is launching a cultural initiative called Line 2. The fashion house describes it as a series of “immaterial products” — a programme of collaborations with artists and cultural figures. For the brand, this marks its first project in the sphere of cultural partnerships. It will debut on September 3 with an installation by Korean artist Heemin Chung and sound designer Joyul at the Maison Margiela boutique in Seoul.

Have you noticed that collaborations between brands and artists are becoming more and more common? Absolutely.

Take, for instance, the headline-making case in 2023, when Louis Vuitton and Yayoi Kusama created a full-blown “Kusama-mania.” Louis Vuitton stores were transformed with her iconic polka-dot prints — in Paris, a giant figure of the artist “embraced” the boutique building, while its façade was covered with her colorful dots. Needless to say, Kusama’s collection for Louis Vuitton flew off the shelves. The dots were everywhere.

Another one (one of my favourite!) is Spanish artist Jaime Hayón’s project with Swarovski, where the designer created Carousel, a magnificent interactive installation adorned with 15 million Swarovski crystals. It remains a permanent feature at Swarovski Kristallwelten, the crystal manufacturer’s theme park in the Tyrolean Alps.

Or take Loewe’s collaboration with Studio Ghibli. Jonathan Anderson, a devoted fan of Hayao Miyazaki’s films, designed a capsule collection featuring characters from My Neighbor Totoro and Spirited Away: bags with Yubaba, T-shirts with soot sprites, a Totoro sweater, and a backpack with No-Face.

And, of course, let’s not forget Elsa Schiaparelli’s lobster dress, created with Salvador Dalí back in 1937. Or Yves Saint Laurent’s legendary trapeze dress from 1965, printed with Piet Mondrian’s geometric patterns.

Collaborations between fashion brands and artists are nothing new — they have always existed. But today they have become more frequent, partly because the opportunities are greater.

But the question remains: why do they do it?

There are several layers to the answer. On the surface, collaborations with artists allow brands to step outside of pure fashion and tap into a wider cultural conversation. Art has always carried the aura of exclusivity, timelessness, and intellectual depth — qualities luxury houses want to be associated with. By partnering with an artist, a brand isn’t just selling clothes or accessories; it is selling a story, a vision, a cultural statement.

It is also a way to stay relevant. In a world of endless drops and micro-trends, artistic collaborations create moments of true anticipation. They cut through the noise of seasonal collections, offering consumers something that feels both limited and meaningful. A handbag is one thing — but a handbag that carries the imprint of Yayoi Kusama or the world of Studio Ghibli is instantly more than an object. It becomes a collectable, a piece of cultural history.

At the same time, these partnerships expand audiences on both sides. Not everyone will set foot in a museum, but they will happily line up for a limited-edition hoodie — and suddenly they are engaging with an artist’s world. Conversely, loyal fans of a painter or sculptor may discover a fashion brand through a collaboration. It is cultural cross-pollination at its finest.

There is also the emotional dimension. Art infuses a brand with atmosphere, symbolism, and narrative depth that traditional campaigns often lack. Sometimes it is about creating wonder, sometimes comfort — as when artworks placed in something as mundane as a dental clinic reduce anxiety for patients. The emotional weight of art is powerful capital.

And let’s not forget the role of values. Supporting emerging creators, sponsoring cultural projects, or making art more accessible allows brands to project purpose beyond sales. In an era when consumers demand authenticity, this alignment with social and cultural responsibility matters.

From a marketing perspective, collaborations fuel buzz, drive sales, and generate media coverage that money alone can’t buy. They produce Instagram moments, keep the brand in the cultural spotlight, and spark conversations far beyond the runway. In today’s attention economy, that is priceless.

Of course, none of this works without balance. Artists remind us: collaboration shouldn’t be reduced to “just put my print on a T-shirt.” Respect for creative integrity and true dialogue are key. Brands and artists speak different languages — KPIs versus concepts — but when they meet halfway, the results resonate far deeper than any campaign.

So, whether it is Margiela’s new initiative or Vuitton’s Kusama-mania, these projects are more than just marketing. They are a reflection of how fashion, art, and culture are increasingly inseparable — feeding off each other, amplifying each other, and, ultimately, shaping the way we see creativity itself.