There has been a shift in the fashion world’s partnerships from visual arts to literature, according to Granata. She explains that the literary world holds a more authentic cultural cachet because it is less closely tied to the market. This shift is seen as a move away from fashion companies aligning themselves with the art world that is increasingly becoming commercialized. Historically, fashion brands have associated with other arts to enhance their cultural standing and move away from the notion of fashion being purely about consumption.
Miu Miu’s foray into the literary world is seen as a democratizing effort. By offering books for free in public spaces, the brand simplifies the process of acquiring a book, removing the need for research, choice, and payment. This initiative has proven to be successful, generating a significant media impact value in just the first two days post-launch, mostly through social media and online articles. However, true engagement with the works will require more time and effort than just a quick social media post.
According to Owen, fashion is primarily an aesthetic pursuit, even when it intersects with literature. While fashion may draw inspiration from literature, there is typically a degree of separation between the two. The fashion industry and its customers are visually literate, with less emphasis on literary input or output compared to other creative industries. The branding of Miu Miu was prominent at the book stands and in the treats offered at the pop-up events.
