In January, the Sotheby's auction and our Pushkin Museum announced the launch of a fashion collaboration and their own fashion brand. Coincidence? We don’t think so. Sotheby's, in anticipation of a prestigious auction of works by old masters, together with the fashion brand Highsnobiety announced a collection with images of paintings by Renaissance artists. T-shirts, sweaters and hoodies will bear the prints of exactly those Italian, Flemish and Dutch paintings that will be auctioned in New York on January 24, 2020. A T-shirt with a sea nymph by Genevra Kantofoli will cost $ 72, and the original will be billed with a price of $ 40,000– 60,000. You can surely see it live already. But do not look for T-shirts yet. Highsnobiety will not begin selling Sotheby's merchandise on its website until January 20.

Well, the move is interesting. And timely. The market of old masters stagnated, or even sagged, over the past few years. Against the backdrop of the rapidly growing post-war and contemporary art, this was especially noticeable. So to return fashion to the Cranachs and Brueghels, to explain to the youth that not only Basquiat and KAWS are cool — the task is clear and ambitious. Approached it creatively, well done.

And what about Pushkinsky? They also think in the right direction in terms of monetization of the existing public recognition and intellectual image. In January, it became known that one of the most fashionable museums in the country filed an application for registration of the PUSH trademark with Rospatent. After approval, Pushkinsky will be able to sell clothes, jewelry, bedding, sports equipment and some other types of goods with the PUSH logo. Why, by the way, PUSH, and not PUSHKINSKY? After all, this word has already become a de facto recognizable brand? From the outside it sounds strange. But marketers know better.

Sources: sothebys.com, moskvichmag.ru, artguide.com