Marta Massi is Lecturer of Marketing at McGill University, Canada. She has previously served as Assistant Professor of Marketing at Università Cattolica del Sacro Cuore, Italy and a visiting scholar at Deakin University, Australia. Her research interests include branding and arts and culture marketing. Her work has been published in national and international journals, including Journal of Global Marketing, Journal of Consumer Affairs and International Journal of Technology Management.

Alex Turrini is Associate Professor of Arts Management and Cultural Policy at Bocconi University, Italy. He has been Director of the SMU Meadows Division of Arts Management and Arts Entrepreneurship as well as visiting professor of Arts Management and Cultural Policy at SMU Meadows and Cox School of Business, USA. He carried forward several research, training and consulting projects with different national and international public sector organizations involved in the arts. His research activities center on public policies and management in the arts and cultural sector, arts collecting behavior and inter-organizational networks in the arts.

Offers theoretical foundations to explain and justify the collaboration between art and fashion, presenting concrete examples of firms that employ the arts strategically to strengthen their reputation and image

Offers a new perspective on the hybridization and synergies between fashion and art from a business point of view, overcoming the sociological perspective from which these phenomena are usually looked at

Brings together fashion and arts scholars to provide insights into pros and cons of the collaborations between art and fashion

1. When Fashion Met Arts: The Artification of Fashion Brands.- 2. Brunello Cucinelli, a humanistic approach to fashion.- 3. Trussardi and the art of promoting art.- 4. Gucci: Branding art or art branding?.- 5. Christian Dior: The Art of Haute Couture.- 6. Balenciaga, the Master of Haute Couture.- 7. Conclusion.