From Image to Narrative: How Luxury Brands Are Redefining Their Cultural Identity Through Literature

Collaboration Between Luxury Brands and Literature: A Remarkable Cultural Shift

From Visual Arts to Literary Narratives
Luxury brands have long been associated with the world of visual arts, through partnerships with contemporary artists. These collaborations resulted in limited-edition creations appealing to collectors.
But their recent shift toward literature signals a transformative evolution in cultural collaborations. This evolution fosters deeper engagement with thought and meaning, not just form and appearance.

A New Literary Initiative in the World of Jewelry

In June 2025, L’École, the jewelry arts school supported by Van Cleef & Arpels, announced a new project. This collaboration is with the Italian publishing house Franco Maria Ricci.
The project, titled Dédale, is a multilingual series that reimagines classic literary works through a new lens. Each title explores themes connected—explicitly or symbolically—to the world of jewelry, such as collecting, intrinsic value, and symbolic meaning.

A Name with Layers of Meaning

The choice of the name Dédale, derived from the mythical figure Daedalus, is far from arbitrary. Daedalus represents creativity and innovation—qualities that echo the spirit of the series. It seeks to rediscover beauty in ancient texts through a contemporary perspective.

Launching with Three Selected Works

The first volume of the series includes three novels:

• Treasure Island by Robert Louis Stevenson
• The Invisible Collection by Stefan Zweig
• Laura: Journey into the Crystal by George Sand

These titles are being translated into three languages—English, French, and Italian. There are plans to release two new books each year, one in spring and another in fall.

Project Background: From Reading to Cultural Revival

The Personal Inspiration Behind the Idea

The roots of this project can be traced back to a personal experience of Nicolas Bos, current CEO of the Richemont Group and former CEO of Van Cleef & Arpels.
In his youth, Bos was an avid reader of The Library of Babel series, curated by writer Jorge Luis Borges and published by Franco Maria Ricci.
During a visit nearly a decade ago to the publisher’s headquarters at Labirinto della Masone—a unique location that houses a museum and bookstore within the world’s largest bamboo labyrinth—the concept began to take shape in his mind.

Cultural Affinity Rather Than Marketing

While the partnership could be interpreted through a marketing lens, a deeper analysis reveals a genuine cultural foundation.
Van Cleef & Arpels has long engaged with literature. Its designs and concepts draw inspiration from literary works—ranging from the plays of Shakespeare and classic fairytales to a recent collection inspired by Treasure Island.

Publishing as an Extension of Intellectual Identity

The project also aligns with the academic mission of L’École, the Maison’s School of Jewelry Arts, founded in 2012.
The school has published more than 60 research-driven publications alongside its free exhibitions. This effort helps to spread specialized knowledge.
Among these, the Jewelry and Literature dossier—developed in collaboration with the Bibliothèque nationale de France—stands out as the first serious attempt to explore the intricate relationship between jewelry and literary texts.

Literature as a New Domain for Luxury Brands

A Shift in the Cultural Compass

While the entry of luxury fashion houses into the publishing world may seem unexpected, this move aligns with a broader transformation in the global cultural landscape. Here, literature has taken center stage in cultural engagement strategies.

During Milan Design Week 2025, Miu Miu hosted the second edition of its literary club, which celebrates classic women writers.
In the same year, Chanel announced the launch of the first edition of its Fashion and Literature Prize. Meanwhile, Montblanc committed €35 million to restoring Goethe’s residence in Weimar. It also supports multiple ongoing literary awards and initiatives.

From Image to Idea

Traditionally, luxury brands have leaned on visual arts to enhance their cultural presence. They do this through art exhibitions or collaborations with visual artists.
But the current trend appears more profound and introspective. Now, literature has emerged as a means to broaden cultural dialogue and explore deeply human themes such as women’s empowerment and the inner search for identity.

Reading Clubs as Cultural Indicators

This shift is also evident in the rising popularity of women-led reading clubs. These clubs are championed by figures such as Oprah Winfrey and Dua Lipa.
These initiatives underscore literature’s power as a cross-cultural medium of connection—one that transcends quick consumption or purely visual appeal.

✦ ArchUp Editorial Insight

The article offers a vivid example of how luxury is being redefined—not as material excess, but as a holistic intellectual and aesthetic experience. It is a call to reconsider the relationship between branding and culture. Here, reading—not consumption—emerges as the ultimate act of engaging with meaning.

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