Guile behind the glitter
Is exhibitions hosted by luxury labels just another way to promote fashion accessories high end? Gan Tian wades into a controversy that is raging.
Jonathan Jones, who writes about art for The Guardian, published a blog in May, entitled "Why the kitchen or sewing can never equal great art?" "The food is to be swallowed and clothing should be worn, "he said. But some fashion brands, particularly luxury homes, it seems, disagree. They believe that their products are nothing less than works of art. Just days after Jones published his blog, Louis Vuitton announced the opening of its exhibition Voyages at the National Museum of China (NMC), that ran from end-May to end-August.
At the same time, Swiss watchmaker Vacheron Constantin held its first-ever exhibition, Treasures of Vacheron Constantin - A Legacy of Watchmaking Since 1755, at the National Museum of Singapore, which featured more than 180 watches.
And now, Italian jeweler Bulgari, is holding its exhibition titled, 125 Years of Italian Magnificence, at the NMC, which will run until Nov 3.
Although these exhibitions stress they "showcase a 150-year history of craftsmanship and innovation", and "illustrate the evolution of the watch-making industry and its advanced craftsmanship from the 18th century", museum-goers can't help wondering if they not just clever marketing.
At the opening ceremony of Vacheron Constantin's exhibition, a Chinese reporter asked the label's CEO Juan Carlos Torres: "Do you think there is now a new trend of luxury brands promoting their products in new markets (like Asia) by holding exhibitions?"
"A good question," Torres said. "But I don't think Vacheron Constantin's exhibition is promotion. It's only the desire to share."
Added Lee Chor Lin, director of the National Museum of Singapore, "The museum is really to connect the history of the people. In this museum, we present Singapore in a huge way. We believe that we can learn history through many things - fashion, photography, film, and food. So why not watches?
Elegance Not Arrogance - News

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"As to the 10 yuan ($1.57) additional entry fee, isn't it evidence of these luxury houses' arrogance?" he asks angrily. Taking these criticisms in his stride, Chen Lusheng, vice director of NMC, said in an interview with Wenhui Daily: "What really

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