The future of luxury brands : artification and sustainability Frontmatter Advance Praise for The Future of Luxury Brands: Artification and Sustainability Acknowledgments Contents Chapter 1 Artification and Sustainability: Foundational Pillars of the Luxury Worlds of Art Fashion and Wine Part 1: Luxury in the Time of Covid 19 Chapter 2 Luxury Consumption and Covid 19 Part 2: The Art World Chapter 3 Organizational Aesthetics as Exploring the Spiritual of the Social Chapter 4 Being at Burning Man: Fabulations and Provocations Chapter 5 Valued Belongings: Museums and the Luxury Art Market Chapter 6 Art and Aesthetics in the Future of Luxury Part 3: The World of Fashion Chapter 7 Wearing the Writing on the Wall: Streetwear and Street Art Chapter 8 Seller and Consumer Activists in the World of Canadian Diamonds: A Case of Italian Political Consumerism Chapter 9 Thats So Trashy Artification of Waste in the Luxury Fashion Industry Chapter 10 Luxury Resale Shaping the Future of Fashion Part 4: Wine and Hospitality Services Chapter 11 Artification and Social Responsibility in the Context of Fine Wine: Opus One Chapter 12 Sustainable Transformative Wine Tourism: Applications in Experiential Educational Tourism Chapter 13 Wines and Subversive Art: A Conceptual Definition of Natural Wines Chapter 14 The Artification of Hospitality: Elevating Service to Luxury Status List of Contributors About the Editor List of Figures List of Tables Index The concepts of artification and sustainability are now both at the heart of luxury brand marketing strategies; artification as an ongoing process of transformation in the world of art and sustainability as an indispensable response to the issues of our times. The Future of Luxury Brands examines three interrelated luxury marketing segments the art world fashion and fine wines including hospitality services through the dual lenses of sustainability and artification. From safeguarding human and natural resources to upholding labor rights and protecting the environment sustainability has taken center stage in consumer consciousness embodying both moral authority and sound business practices. At the same time artification the process by which non art is reconceived as art applies the cachet of art to business affording commercial products the sacred status accorded to works of art. When commercial products enter the realm of aesthetic creation artification and consumer engagement inevitably increases. This pioneering book examining artification and sustainability as strategic pillars of marketing strategies in the luxury industry will be essential reading for practitioners working in luxury product companies as also students of luxury brand marketing