In January, 2010, Polo Jeans Co. Ralph Lauren commissioned contemporary European artists to customize stars made of American denim as part of its ‘Art Stars’ promotional project. The young artists were challenged to create completely unique designs using the star format and their tools of creative expression fueled by ample imagination.
After making an appearance in a Polo Jean Co. store, the Art Stars will wrap up the year by being shown off in a public London exhibition, where the Art Stars will be auctioned to fund London's Teenage Cancer Trust.
Designer Denim Do-Gooders
Ralph Lauren Commissions Art Stars to Promote Polo Jeans & Help Kids
Trend Themes
1. Artistic Brand Collaborations - Collaborating with artists helps brands to create unique visual experiences and reinforces their brand image.
2. Socially Conscious Promotion - Socially conscious promotions help brands to give back to the community and build a positive reputation.
3. Sustainable Fashion - Sustainable fashion practices contribute to reducing waste and carbon footprint in the fashion industry and improve brand image.
Industry Implications
1. Fashion Industry - The fashion industry could benefit from artistic collaborations and socially conscious promotions to attract younger and more socially aware consumers.
2. Art Industry - Artists can partner with brands to create unique installations, merchandise, and or exhibitions that promote their art and benefit social causes.
3. Charity Industry - Charities can partner with fashion brands to fundraise in support of their causes and reach a wider audience.