In 2025, luxury brands including Bulgari, Zegna, and Gucci are significantly increasing their investments in contemporary art and cultural patronage, a practice reminiscent of historical wealthy families supporting the arts. This benefits both the brands and the broader art community.
Bulgari is the exclusive partner of La Biennale di Venezia's International Art Exhibition through 2030, demonstrating a long-term commitment to contemporary art. The brand supports the Museo del Novecento in Milan and restores monuments in Rome. In April 2025, Bulgari inaugurated its expanded Manifattura in Valenza, Italy, now recognized as the world's largest jewelry manufacturing site.
ZEGNA has partnered with Art Basel in a multi-year collaboration, launching global programming and supporting socially engaged art through the 'Visible' project. In June 2025, ZEGNA will unveil the recipients of the Visible Situated Fellowships at Art Basel in Basel, honoring Michelangelo Pistoletto for his work in societal transformation through art.
Gucci continues its engagement with the art world through initiatives like Gucci Art Walls and its 'Artist In Residence' program. The brand's 90 x 90 collection, launched in April 2025, features silk scarves designed in collaboration with nine international artists. Gucci's Fall/Winter 2025 collection pays homage to the brand's Horsebit motif, blending heritage and contemporary design.