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How Sotheby’s Tries to Get Young People Buying Old Art
Highsnobiety is the partner in crime to launch Old Masters-Inspired Streetwear Capsule
Art Stuff 15 Jan 2020

A limited collection of shirts, sweatshirts and hoodies will be released on Highsnobiety’s website on January 20—part of a newly launched partnership between auction giant Sotheby’s in order to promote their upcoming January Old Masters auctions. The collection, pieces are priced between €65 for t-shirts and €125 for hoodies, feature Italian, Dutch and Flemish old master works, ranging from a 16th-century depiction skeleton to Ginevra Cantofoli’s Sea-Nymph. The designs will also be available for purchase at a pop-up store at Selfridges in London, who recently also seeks to embed art in their DNA.

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It isn’t the first time Sotheby’s has taken an approach to market their old master segment. In late 2018, the auction house partnered with Victoria Beckham on “The Female Triumphant,” a sale of female master painters, and displayed a selection of paintings in Beckham’s London flagship.

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According to artnet, David Fischer, Highsnobiety’s CEO, said the partnership hopes to draw new kinds of collectors to Sotheby’s— those who “never dreamed of owning this art.” At the same time, he also enjoys “surprising our audience with partnerships and collaborations that they would not expect every day.”

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Images via: Credit Sotheby`s, Highsnobiety

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