In recent years, numerous major fashion brands have made an authentic commitment to supporting the arts. This ranges from luxury houses like Chanel and Hermès to sports and streetwear labels such as Nike and Adidas. Their patronage activities include, among other things, grants and residency programs, mentorships and competitions, as well as their own art foundations and galleries. The following short profiles highlight brands from Europe, the US, and Asia that are investing in artists for the long term, going beyond mere PR collaborations.
Chanel (Paris, France)
Chanel is one of the world’s leading luxury brands in fashion and beauty, with Parisian roots. Its target audience consists mainly of affluent women, and the house is considered a pioneer of modern womenswear. Within the artistic community, Chanel positions itself as a “patron of creative innovators,” a philosophy embodied by the Chanel Culture Fund, established in 2019. The fund connects the house with global museums (e.g., Tate, Centre Pompidou, Museum of Fine Arts Shanghai) and presents the biennial CHANEL Next Prize for interdisciplinary artists. In 2025, for instance, Chanel launched the Center for Artists and Technology in cooperation with CalArts (Los Angeles), a laboratory for AI, digital imaging experiments, and artist residencies. Specific collaborations through the Next Prize alone include internationally renowned artists (winners include Dineo Seshee Bopape and the 2023 recipient, Christian Nyampeta, PDFauna). Chanel showcases the work of its fellows in campaigns and at events. Founder Gabrielle Chanel herself financed artistic avant-gardes as early as the 1920s. In addition to the fund, Chanel regularly produces shows with high artistic standards (such as high-tech elements on the runways) and acts as a sponsor for biennials and museums. Overall, Chanel emphasizes the interconnectedness of art patronage and gender equality.
Hermès (Paris, France)
Hermès is regarded as the most prestigious French luxury label, known for its meticulously handcrafted leather goods and silk scarves. Its clientele is composed of the most discerning luxury buyers who value craftsmanship. Hermès traditionally focuses on craftsmanship as an art form and collaborates closely with visual artists. Since 2021, the Fondation d’entreprise Hermès has been running artist residencies in its workshops (such as glass or stone ateliers) in Paris and Beaune. Creatives live in the workshops for months, developing new works in collaboration with artisans. Initial results were displayed in the “Condensation” exhibition. Additionally, Hermès has funded live performances (e.g., by choreographer Crystal Pite), curator development programs, and “Objet d’Exception” projects, where artists create exceptionally precise handcrafted objects. For example, in 2022, painter Jeffery Gibson designed a limited-edition silk carré collection for Hermès. The brand’s engagement is long-term, not limited to individual PR collaborations. It also owns the Hermès Atelier Sourd in Japan, a cultural center with exhibitions on the theme of craft and design. In the media and on social media, Hermès emphasizes its role as a “house of tradition and a bridge between craftsmanship and contemporary art.”
Gucci (Italy/USA)
Gucci is a global luxury label (Kering Group) with headquarters in Florence and Milan, appealing primarily to a younger clientele. Under Creative Director Alessandro Michele, Gucci established itself as particularly experimental. A central component of its art patronage since 2019 is the Gucci Places Residency program, which connects artists-in-residence and their work with fashion. For example, in 2021, American sculptor Rachel Feinstein created an immersive installation (“Rococo Hut”) in the historic Chatsworth House in England, with the exhibition remaining for several years. Gucci also markets selected artworks as limited-edition handbag collections. Concurrently, in 2022, Gucci launched the Gucci Vault Art Space in collaboration with SuperRare and Christie’s, a virtual NFT gallery for digital art. NFTs by living artists are auctioned there (e.g., a digital work inspired by artist Trevor Andrew, aka GucciGhost). Gucci utilizes such platforms on an ongoing basis, signaling its support for digital creative culture. The brand’s media presence in the art context is also high, with regular reports on artists working with Gucci (and vice versa) and art installations at Gucci events. In its statements, the brand emphasizes the mutual enrichment of fashion and art and sees itself as a promoter of creative curiosity.
Prada (Italy)
The Italian luxury label Prada (headquartered in Milan) targets a design-savvy, top-tier consumer and is known for its avant-garde aesthetic. Since 1993, Prada has operated the Fondazione Prada, its own museum network in Milan, Venice, and recently, New York. The Fondazione organizes several major exhibitions annually, often with a focus on contemporary art, architecture, or photography. Illustrious exhibitions have included solo shows for Cindy Sherman, Robert Gober, and Damien Hirst, as well as art fairs in collaboration with museums like the Guggenheim. The Prada Foundation emphasizes that art and culture are part of Miuccia Prada’s “pragmatic worldview.” It has also awarded grants to young artists since 1998 (Fondazione Prada Award). Brand narratives often portray Prada as a patron of modern art. New artworks are created in close consultation with the Fondazione; for instance, artist and architect Rem Koolhaas designed the spectacular Fondazione location in Venice. The Prada Foundation also maintains its own art archive and a publishing house, all of which underscore the Prada Group’s long-term and institutionalized commitment to the arts.
Dior (Paris, France)
Dior, founded in 1947 and now part of LVMH, is a leading luxury house (fashion and beauty) with a wealthy global clientele. In its arts patronage, Dior focuses on artist collaborations. Since 2016, the house has invited visual artists each year to reinterpret the iconic “Lady Dior” bag (the Lady Art series). Artists like Faith Ringgold, Judy Chicago, and Hoël Duret have painted or embroidered the bag in their signature styles. The results are limited-edition art pieces shown both in museums and in Dior campaigns. Additionally, Dior regularly works with contemporary photographers and multimedia artists for its campaigns and haute couture presentations. The upcoming exhibition “Jardins Rêvés” in Lacoste (2025), for example, is dedicated to Dior itself and is curated in collaboration with the fashion brand. This deep integration of the house’s aesthetic into artistic presentations receives significant media attention, with traditional press and fashion blogs reporting on each new “Dior meets Art” edition. While Dior does not have its own art foundation, a portion of its profits is channeled into cultural projects through the LVMH group’s activities. Overall, Dior presents itself as a brand that places a long-term focus on creative collaboration and artistic references.
Louis Vuitton (Paris, France)
Louis Vuitton, the flagship of LVMH, is world-renowned for its luxury leather goods. In the realm of art patronage, the Fondation Louis Vuitton is particularly significant: a large museum in Paris (inaugurated in 2014) housing hundreds of modern and contemporary artworks. The Fondation hosts at least two major exhibitions annually (Modern and Contemporary Art). Prominent examples include shows on Basquiat, Cindy Sherman, and Hockney, as well as intercultural exhibitions like “Bentu: Chinese Artists in a Time of Turbulence and Transformation.” Furthermore, the Fondation specifically supports younger artists. Since 2018, its Open Space program has given newcomers like Lauren Halsey and Meriem Bennani the opportunity to develop new, site-specific installations for the Frank Gehry-designed building, attracting strong media interest. Louis Vuitton also collaborates with international institutions (e.g., MoMA, Tate) and frequently features art installations in its fashion shows, all underscoring the corporate philosophy of making art accessible to a broad audience.
Burberry (London, UK)
Burberry is a British heritage label (headquartered in London) specializing in ready-to-wear and luxury scarves. The house targets premium-market customers who appreciate classic British style. In recent years, Burberry has significantly expanded its commitment to art and culture. It presents the annual Thomas Burberry Prize (£20,000), which supports creatives in photography, video, film, and performance. In 2023, the prize was awarded to photographer Christine Wilkinson. Burberry has also been a major sponsor of significant exhibitions; in 2023, it supported the major Sarah Lucas retrospective at Tate Britain. In 2024, Burberry was the headline sponsor of the British Pavilion at the Venice Biennale (artist: John Akomfrah). The brand is also active with UK institutions; at London’s National Theatre, visual artist Gary Hume designed the set for Burberry’s Summer 2025 fashion show. Burberry leverages these programs for public relations in campaigns and at galas, such as the annual “Digital Ambassadors” event for creatives. Through these efforts, Burberry positions itself as a supporter of domestic art and British creatives, speaking of “supporting emerging talent” and demonstrating a long-term commitment beyond individual PR stunts.
Hugo Boss (Germany)
Hugo Boss is a German fashion company (headquartered in Metzingen) offering upscale men’s and womenswear. In the art world, Boss is primarily known for the Hugo Boss Prize, an art award presented with the Guggenheim Museum in New York from 1996 to 2020 annually (and irregularly thereafter). The prize money ($100,000) is awarded to international artists. Winners have included artists such as Barbara Kruger and Theaster Gates. The prize typically includes an accompanying exhibition at the Guggenheim and has evolved into a major instrument of patronage over the years. Additionally, since 2017, the company has awarded the “Hugo Boss Asia Art Award” (in collaboration with the Rockbund Art Museum in Shanghai) to support emerging Asian artists. There are also smaller sponsorships: Boss has partnered with the Taipei Biennial and supported exhibitions in European museums. In its communications, Boss frequently emphasizes that art enables “critical social discourses.” Presentations of the prize winners and exhibitions are regularly featured in art media. Overall, Hugo Boss represents an established, long-term commitment to arts patronage at an institutional level.
Loewe (Spain)
Loewe is a Spanish luxury house (LVMH Group) based in Madrid, known for leather goods and craft. Under Creative Director Jonathan Anderson, Loewe has linked tradition with contemporary art. Its hallmark is the Loewe Foundation, which has presented the biennial Loewe Foundation Craft Prize since 2016, a competition with a €100,000 prize for artisans worldwide. In 2025, for example, Japanese artist Kunimasa Aoki was the winner. The prize is based on an open competition with thousands of submissions. The finalists (around 30 in 2025) are showcased in exhibitions in Madrid. The Loewe Foundation also supports young designers with scholarships (Loewe Emerging Talents Award) and organizes exhibitions on craft and design. Loewe itself regularly releases “artist editions,” such as collaborations with painter Jonas Wood for bag patterns or with fashion designer Stephen Jones for hats. The brand often displays art in its stores (e.g., in-store installations of modern art). It gains presence in art media primarily through the Craft Prize exhibitions and the Foundation’s publications. In its official releases, Loewe stresses that craftsmanship is an integral part of its brand, with “the mastery of handcrafted art” as its core philosophy.
Bottega Veneta (Italy)
Bottega Veneta, part of the Kering Group (headquartered in Milan), is known for luxurious leather goods. Under Creative Director Mathieu Blazy, the brand is pursuing cultural projects beyond fashion. In 2021, it launched the “Bottega for Bottegas” initiative to support artisan workshops and local artists. In recent seasons, Bottega has featured traditional artisans from various regions. For instance, in 2024, six artisans from Venice, with works ranging from metal and glass to puzzle art, were presented online and on social media. This digital campaign runs several times a year, showcasing craft traditions in a new light. Concurrently, Bottega Veneta has initiated an art publishing series: in 2023, it released the magazine Magma, which published obscure art zines and photo editions by artists like Wolfgang Tillmans. The house also participates in Milan Design Week with art exhibitions. Bottega’s commitment becomes visible when fashion collections are linked with art projects. The brand communicates that it “curates” the artistic beyond its products, for example, by releasing magazines, posters, and videos with art content.
Moncler (Italy)
Moncler (Milan) is a high-end outdoor/fashion label primarily aimed at urban luxury-outdoor enthusiasts. The company, under CEO Remo Ruffini, embodies a connection between fashion and art by creating its own installations and performances at shows. Under the “House of Genius” concept, Moncler operates flagship stores that function more like contemporary galleries, featuring installations, multimedia performances, and live acts. A prominent example was a performance by artist Vanessa Beecroft that accompanied a fashion show. Moncler also engages in charitable art initiatives: in 2008, artist Stuart Semple created a “Moncler Toy,” a sculpture in the Moncler style, the sale of which benefited the charity Child Priority (combating child poverty). For its advertising campaigns, Moncler enlists renowned artists and photographers like Liu Bolin and Annie Leibovitz. Publicly, Moncler states that art is an inspiration; CEO Ruffini sees the brand as a “place for creative experimentation.” In trade media, Moncler events are often described as a symbiosis of runway and gallery. While Moncler does not have its own dedicated art space, it has tangible cultural formats within its stores and shows.
Miu Miu (Milan, Italy)
Miu Miu is Miuccia Prada’s younger fashion label, with a focus on young women. The brand is known for its blend of fashion and film. It runs the long-form film project “Women’s Tales” (since 2011), in which acclaimed female directors (including Chloë Sevigny, Stacy Martin, and Lucrecia Martel) create short films. Over 29 films have been produced to date, with Miu Miu providing full sponsorship. These short films are screened at art and film festivals worldwide and underscore Miuccia Prada’s commitment to fostering female creativity. Miu Miu also curates exhibitions (e.g., fashion photography exhibitions in Milan) and participates in film festivals (Cannes). The brand itself speaks of wanting “culture for all”; in interviews, Miuccia Prada emphasizes that art and design carry the same social messages. Thus, Miu Miu leverages its status to consistently realize cultural projects that extend beyond mere fashion collections.
Diesel (Italy)
Diesel (Breganze, near Vicenza) is a progressive jeans and streetwear label. Under Creative Director Glenn Martens, Diesel has embraced the theme of street art. In 2023, it launched the “Global Street Art Collective,” a worldwide open call for graffiti and street artists to submit their work for Diesel runway shows. Several selected artists then designed the sets for the FW25 collection. In parallel, a street art capsule collection of limited-edition T-shirts and jeans was launched, featuring motifs from graffiti artists like Farai Engelbrecht and Ryota Daimon. In this way, Diesel consistently communicates that urban art is part of its brand identity. The resulting works (e.g., large-format canvases) are part of shows and pop-up events and are often featured on social media. Although Diesel does not have a traditional art foundation, the label is considered an active patron of street art and collaborative projects within the scene. In interviews, Martens underscores the concept of “Art as Fashion,” Diesel thus stages fashion as a living art experience.
YSL Beauté (Paris, France)
Yves Saint Laurent Beauté, part of the L’Oréal luxury group, targets a creative and youthful demographic. With the “Push The Boundaries Prize” (since 2020), YSL Beauté has created a mentorship program to support creative young people (musicians, dancers, gamers, DJs). For this international program, YSL selects a few talents each year and provides them with global mentoring, from established creatives like Chloé Caillet or Hargrave O’Neil, along with financial support for personal projects. In 2023, six participants from around the world were selected and guided by multi-disciplinary mentors. Although a cosmetics company, YSL Beauté focuses on the arts and culture sectors. In statements, the brand highlights its search for “the most inspiring talents from dance, music, and gaming.” The supported projects gain visibility through YSL’s social media campaigns and video content where the young artists present their goals. Officially, the message is that YSL Beauté supports the “radical dreams” of artists, blurring the lines between fashion and art.
Adidas (Herzogenaurach, Germany)
Adidas is a global sporting goods manufacturer. Alongside sports sponsorships, Adidas has recently begun investing in digital art. In 2023, Adidas launched “Residency by Adidas,” a global artist residency program for digital art and NFTs. The first round (Korea) supported graphic designer Monkey Moto and the collective Der Nostalgia, who jointly created digital artworks presented as NFTs. Adidas provides the fellows with the space and resources to show their art to a new audience. The works are incorporated into limited-edition NFT collections and future physical products. This long-term residency highlights Adidas as a brand with a claim to digital innovation, stating it brings artists “to the grand stage of Web3.” The initiative has been covered in international tech and fashion publications. Previously, Adidas regularly collaborated with artists (e.g., in the Adidas Originals collections) and maintains partnerships with museums (e.g., the Museum of Arts and Design in NYC). With “Residency,” Adidas demonstrates that contemporary art has a firm place in its brand strategy.
Issey Miyake (Japan)
The traditional Japanese label Issey Miyake (Tokyo) is known for its experimental fabric and origami designs. Beyond clothing, founder Issey Miyake is highly active in the design and art worlds. In 2007, he founded the 21_21 Design Sight museum in Tokyo, which he runs with several artist friends (including fashion designer Taku Satoh). The museum (architecture by Tadao Ando) features rotating exhibitions at the intersection of design, art, and everyday life. Miyake himself curates projects there that connect fashion, art, and culture. Additionally, the Issey Miyake Foundation (Paris) supports international art residencies; for instance, since 2023, there has been an atelier in Paris for female textile artists under Miyake’s guidance. His commitment is therefore structural: he sees “design as an integrated creative discipline” and promotes exchange between artists from different fields. In fashion and art media, it is often highlighted that Miyake “turns fashion into an experiential space,” for example, through exhibitions of his work in museums like MoMA or K21 Düsseldorf.
Tiffany & Co. (New York, USA)
Tiffany & Co. is a world-renowned high-end jeweler headquartered in New York. In addition to jewelry, Tiffany has supported contemporary art since 1918 through the Louis Comfort Tiffany Foundation. Every two years, the foundation awards individual grants ($20,000 each) to painters, sculptors, photographers, and graphic artists. By 2020, nearly $10 million had been distributed to approximately 500 artists worldwide. This grant program is considered one of the oldest and most prestigious art fellowships in the United States. Furthermore, the Tiffany Foundation maintains programs for cultural access and young artists, such as by awarding smaller art scholarships. In its corporate communications, Tiffany emphasizes that its founder, Louis Comfort Tiffany, was “enthusiastic about supporting artists” from the very beginning. Tiffany Foundation fellows regularly appear in museums and the press when they receive awards or exhibitions. Although Tiffany does not operate its own art space, its long-term grant funding demonstrates a deep commitment to living artists.
Rolex (Geneva, Switzerland)
Rolex is a luxury watch manufacturer based in Geneva, whose brand profile is strongly linked to outstanding craftsmanship and precision. Since 2002, Rolex has funded the “Mentor and Protégé Arts Initiative,” an international mentorship program for arts and culture. Each year, young talents (writers, dancers, architects, filmmakers, musicians, visual artists) are paired with renowned masters, greats like Toni Morrison, Martin Scorsese, Anish Kapoor, and Joan Jonas have passed on their experience. For a period of about eighteen months, the protégés work closely with their mentor. Rolex provides time, financial resources, and travel costs. The program sees itself as a “transmission of knowledge to the next generation of artists.” The resulting works are diverse, whether literary works, performances, or architectural and film projects, and are often later presented in exhibitions or publications. In its statements, Rolex emphasizes that culture and education are core values of the brand. The mentor program is regularly profiled in international media, for instance, when Rolex announces new mentors. Overall, Rolex demonstrates a continuous, global commitment to artists that extends far beyond individual projects.
Ralph Lauren (New York, USA)
Ralph Lauren is an American designer whose brands stand for a classic aesthetic. Recently, the company launched an Artist-in-Residence program (Polo Ralph Lauren) focusing on American craft traditions. In 2023, for example, Navajo textile artist Naiomi Glasses designed a limited-edition collection based on her traditional rug patterns. The collaboration included three special-edition drops (Fall 2023, Spring/Fall 2024) featuring Glasses’ woven motifs on coats, ponchos, and accessories. Ralph Lauren staged the campaign with an elaborately produced multimedia presentation, including a short film and a photoshoot involving Indigenous models and artists. The initiative’s goal is to bring American craft traditions into the world of fashion. In interviews, Ralph Lauren stresses his desire to “celebrate heritage and tradition” by collaborating with those who have passed down these practices for generations. This is intended to be a permanent feature of the company’s programming. The project gained visibility in fashion magazines and through the brand’s major media channels. The Lauren Family Foundation also shows an affinity for art and design, for instance, through its support of the Morgan Library & Museum in New York, but the residency launch in particular received international attention.
Fendi (Rome, Italy)
Fendi is an LVMH luxury label (primarily for accessories and leather goods) that often employs opulent designs. The brand engages in the arts mainly as a sponsor of traditional art events. For example, in 2017, Fendi was the main sponsor of the Italian Pavilion at the Venice Biennale, financing the country’s participation in the contemporary art fair. In this way, Fendi supports nationally significant art projects. Additionally, in collaboration with the archive of conceptual artist Harald Szeemann, Fendi has published the book series “FENDI Manifesti,” in which contemporary curators, historians, and artists write essays on art. Such publications are intended to illustrate the brand’s intellectual perspective. Fendi is also known for protecting historical Italian art treasures, such as through the “Fendi for Fountains” restoration project for the Trevi Fountain. In its communications, Fendi emphasizes the craftsmanship of its leatherwork as an art form in its own right. While Fendi does not run its own artist support program in the classic sense, its long-term patronage of biennials and preservation projects shows a sustainable commitment to Italy’s culture.
Swarovski (Wattens, Austria)
Swarovski is a crystal glass manufacturer with a luxury fashion jewelry segment, based in Wattens. The Swarovski Foundation promotes art and creativity globally: its “Creatives for Our Future” program provides grants and mentoring (in collaboration with the UN) to young creatives worldwide. Applicants aged 21 to 30 from fields such as fashion, architecture, design, art, and technology can participate. The aim is to strengthen artistic innovations for sustainability, with the belief that “creativity should drive positive change.” Specifically, recipients receive financial resources and coaching to realize their own projects. The focus is on interdisciplinary ideas (such as fashion designers with environmental projects). The programs are multi-year initiatives (since 2014) and receive attention in creative media. Swarovski itself publicly underscores its brand claim as an innovation promoter, for example, with press articles about the fellows’ projects. Additionally, Swarovski regularly creates art installations, such as glittering sculptures at architecture events, to show the connection between industrial design and art.
Bulgari (Rome, Italy)
Bulgari (originally Alfieri Bulgari, LVMH) is a luxury jeweler based in Rome that is also culturally engaged. In 2019, the brand established the Fondazione Bulgari, which is dedicated to the preservation of artistic heritage and contemporary art initiatives. The foundation has funded restorations of Roman monuments such as the Spanish Steps, the Baths of Caracalla, and Roman sarcophagi, a cultural patronage project in the field of heritage conservation. At the same time, Bulgari collaborates with art institutions like Rome’s MAXXI Museum and the Whitney Museum in New York. In this way, Bulgari indirectly supports artistic projects, for example, exhibition series at these institutions, while simultaneously preserving historical cultural assets. Its marketing communications emphasize “lasting value creation” through art and craftsmanship. There are also educational programs, such as the “Bvlgari Jewellery Academy” for the training and development of artisans. Bulgari’s visibility in the cultural sphere comes primarily from its foundation reports and news about its cultural partnerships. Towards a pure fashion audience, Bulgari acts as an art patron only subtly; its efforts are increasingly focused on craftsmanship and archaeological preservation, but in doing so, it provides lasting support to Italy as a cultural hub.
Acne Studios (Stockholm, Sweden)
Acne Studios is a modern apparel company that primarily appeals to experimental, urban customers. In recent years, the label has specifically supported young visual artists. In 2024/25, for instance, Acne hosted several pop-up exhibitions in its New York boutique in SoHo. In May 2025, it showed “Heart Beat Rose,” an installation by US artist Jonathan Lyndon Chase (Philadelphia), consisting of large-scale soft sculptures and paintings with queer motifs. In parallel, Acne launched a capsule collection featuring the artist’s motifs, for example, jeans and shirts with heart prints. Previously (in 2024), Acne had commissioned Chase to design a living room installation for its fashion show. With these projects, Acne Studios consistently underscores the fusion of fashion and visual art. Reports emphasize that Acne “recruits artists to energize fashion.” Official statements from the brand speak of the “department store as an art gallery,” as Acne stages its stores as experimental exhibition spaces. The collaborations are presented with significant media coverage, introducing the artists to a broad audience. Thus, Acne is an example of a “progressive independent label” that sustainably integrates young art into its brand world.
Nike (Beaverton, USA)
Nike is one of the world’s largest sports and lifestyle brands. Recently, Nike has launched its own artist engagement initiative. Under the title “Artist Collection,” Nike regularly releases capsules created in collaboration with female visual artists or designers. For example, the Nike Women Artist Collection for Fall 2024 featured floral graphics by designer Anna Deller-Yee. With this, Nike produces specially designed fitness apparel and shoes that are considered art objects. At the same time, Nike promotes the program as a platform for artists, announcing that it will continue to work with creatives worldwide. Behind this campaign is the ambition to connect sportswear with contemporary art. In press releases, Nike highlights that the collections are the “fruit of a global collaboration with creatives.” The Artist Collection campaigns include portraits of the artists, and the products appear in international fashion and art media. Local Nike stores also occasionally host exhibitions with artists, such as workshops or galleries in flagship stores. Overall, Nike thus communicates a long-term commitment to the intersection of art and fashion that goes beyond occasional sponsorship activities.
Converse (Boston, USA)
Converse is an American sneaker manufacturer (now owned by Nike) with a strong street and youth culture identity. Recently, Converse entered into an unusual partnership with the Solomon R. Guggenheim Museum in New York. In 2023, a one-year collaborative project was launched in which Converse financially supports the Guggenheim’s internship program, among other things. Young people (in graphics, curatorial, etc.) are thus placed and supported in their internships. At the same time, Converse supports the museum’s Innovation Lab Series. Under the theme “Street Culture meets Art,” projects are realized here. The first of these was a performance by dancer Jerron Herman, shown in the Guggenheim rotunda. Further projects, for example, “Kite City” with the Parsons School of Design, are planned. Converse itself describes the engagement as opening the museum to alternative perspectives. The initiative has garnered an international response in art media and shows that Converse as a brand is investing long-term in education and artistic research. This example illustrates how even sports/streetwear brands are now actively choosing art institutions as partners to fulfill their social mission.