Inspired by the Grammy Awards, Gucci Watches and Jewelry signed a 3-year exclusive cooperation agreement with the Recording Academy. Gucci took the lead in this collaboration with the Grammys, which not only emphasizes the brand's 90-year history and its accumulated most loyal customer base, including many famous classic music artists, but also highlights its commitment to artistic heritage. In Gucci's 5-year collaboration with Martin Scorsese's Film Foundation (The Film Foundation), they have successfully restored 6 classic films so far; this new initiative will provide sponsorship for the GRAMMY Museum project to preserve these historically significant music heritages. (Interlude: Art museums and institutions abroad are facing financial crises, thus collaborating with luxury brands to obtain project funds.)
Introduction: Abandoning the old route of finding star endorsements and directly using the name of music institutions seems to be more influential.
When cross-over becomes ubiquitous, fashion bigwigs start to rack their brains to explore broader areas of public interest without losing their own style. In the music world, there are the stormy Grammys, and in the fashion world, there are high-end luxury brands. Abandoning the old way of star endorsements and directly using the name of music institutions seems to be more influential.
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