COS and the Guggenheim Museum Made a Series That Honors Agnes Martin
Riley von Niessen — September 27, 2016 — Marketing
A fashion label that's known for its functional and modern designs, COS recently decided to partner with New York's Guggenheim Museum in order to show how pivotal the works of artists like Agnes Martin have been in its design process.
The brand celebrates this in a minimalist promotional video that explains Agnes Martin's legacy -- as a means of generating more excitement for the artist's exhibition in October, as well as the limited edition designs from COS that coincide with it.
The pieces presented in the collection not only emulate the art of Agnes Marten, but also her personal fashion choices -- with each constructed with a utilitarian style which is enhanced by the neutral and natural fabrics.
The brand celebrates this in a minimalist promotional video that explains Agnes Martin's legacy -- as a means of generating more excitement for the artist's exhibition in October, as well as the limited edition designs from COS that coincide with it.
The pieces presented in the collection not only emulate the art of Agnes Marten, but also her personal fashion choices -- with each constructed with a utilitarian style which is enhanced by the neutral and natural fabrics.
Trend Themes
1. Abstract Art-inspired Fashion - Opportunity for fashion brands to collaborate with museums and artists to create collections that celebrate the influence of art in design.
2. Minimalist Promotional Videos - Innovative marketing strategy for brands to create videos that showcase the inspiration behind their designs, generating excitement for upcoming exhibitions and limited edition collections.
3. Utilitarian Style - Emerging trend of incorporating utilitarian elements and natural fabrics in fashion design, inspired by artists' personal fashion choices.
Industry Implications
1. Fashion - Brands can leverage abstract art to create unique and artistic fashion collections that resonate with consumers.
2. Museums - Collaborating with fashion brands to showcase the influence of art in design through limited edition collections and exhibitions, creating a new revenue stream.
3. Marketing and Advertising - Opportunity to create innovative promotional videos that highlight the artistic inspiration behind brands' designs, fostering engagement and excitement among consumers.
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