How luxury brands make good use of contemporary art marketing at the Venice Biennale

Despite plummeting temperatures and torrential rain, Venice has been bustling in recent days, with tourists flocking to the opening of the art biennale.

Diesel, in partnership with the Tom of Finland Foundation and Paris-based arts collective The Community, presents “All Together” in Venice and Paris, bringing together the world’s widest collection of LGBTQ art for the first time outside of Los Angeles Collection.

Diesel said: “Tom of Finland was the first internationally recognized LBGTQ artist, and through the Tom of Finland Foundation he opened doors to this minority, so that more LGBTQ artists know that they no longer need to hide, but we also must not forget , this minority still needs to be cared for and protected, and the Biennale is one of the best platforms. As a global brand, we have a responsibility to give back to the society, which is also a sense of responsibility as a designer.”

TOM OF FINLAND Untitled, c.1966-1990

It is worth mentioning that Diesel will also launch a capsule collection specially created for Tom of Finland on May 8th, his birthday. Durk Dehner, president and co-founder of the Tom of Finland Foundation, said that Diesel’s capsule collection is an exciting creation, and said: “Tom of Finland’s spiritual legacy lives on and inspires people to be true to themselves, Unchained, he represented freedom for all of us. Many LGBTQ artists at the time worked anonymously throughout their careers and were also very concerned that their work would be forgotten or destroyed. So they donated their life work to Tom of Finland Foundation, so that their work and the stories behind them can be preserved and remembered forever.”

The “All Together” exhibition will be held concurrently at the Paris Community Center on May 8, and both exhibitions will continue until June 26, including more than 200 works of art from the 1940s to the present.

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Published: 6th May 2022

Categorised in: Events, News