"Joint Name" - A Study On The Phenomenon Of Cross-border Cooperation Between Contemporary Artists And Fashion Brands

In the era of popularization of contemporary art,advanced communication media,and prosperity of the consumer market,"collaboration" is not only a phenomenon of commercial cooperation,but also a design method and fashion concept,which has become a trend.Since the emergence of the "collaboration" phenomenon,contemporary artists and fashion brands have gradually developed in the direction of cross integration.Starting from the popular event that Uniqlo and artist Kaws were robbed of the collaboration,this article takes the phenomenon of "collaboration" between contemporary artists and fashion brands as the research object,and attempts to explore the root cause of the "collaboration" boom from the perspective of consumption and communication.Use case analysis method to analyze the phenomenon of "collaboration" between contemporary artists and fashion brands,and to find the law of collaboration from multiple angles of the form of cooperation.From the perspective of art design,it explores the artistic characteristics and creative methods of the "collaboration",and summarizes a variety of "collaboration" design forms with brand LOGO and artist's work as the design object.In addition,this article also analyzes the positive significance of "collaboration" to contemporary artists,fashion brands and the public,and points out some problems in the current "collaboration" process,aiming to sort out contemporary artists' participation in the collaboration of fashion brands in the future.Develop ideas and provide directional suggestions.