Fashion Brands Take a Leap of Faith into the Literary World: A New Trend Emerges in Creative Collaborations

A shift has been observed in the fashion industry’s collaborations from visual arts to literature, according to Granata. She explains that the literary world holds a more authentic cultural cachet because it is not as closely tied to the market as visual arts. This change is seen as a move away from fashion companies aligning themselves with the art world, which is becoming increasingly commercialized. Historically, fashion brands have associated with other arts to enhance their cultural standing and distance themselves from the idea that fashion is purely about consumption.

Miu Miu’s foray into the literary world has been viewed as a democratizing effort. By offering books for free in public spaces, the brand simplifies the process of acquiring a book, removing the need for research, choice, and payment. This initiative has proven successful, generating significant media impact value within just two days post-launch through social media and online articles. However, true engagement with the works will require more time and effort than just a quick social media post.

According to Owen, fashion is primarily an aesthetic pursuit, even when it intersects with literature. While fashion may draw inspiration from literature, there is typically a degree of separation between the two. The fashion industry and its customers are visually literate, with less emphasis on literary input or output compared to other creative industries. The branding of Miu Miu was prominent at the book stands and in the treats offered at pop-up events.