Zegna Strengthens Its Partnership with Art Basel Through Multiyear Agreement

Zegna has announced a partnership with Art Basel, the global platform for contemporary art. The Italian house has sealed a multi-year collaboration that will include its presence at the four main fairs: Basel, Miami Beach, Paris and Hong Kong. According to the brand, this partnership marks a "new stage" in its dedication to contemporary art, focused on letting its legacy flourish without imposing a label.

Zegna has confirmed that it will deploy curatorial experiences that explore the intersection between art, design and entrepreneurship. The most prominent project will be Visible, developed in collaboration with Cittadellarte, Fondazione Pistoletto and Fondazione Zegna, which aims to support artistic practices with social and environmental impact. At the Basel fair in June, the new recipients of the Visible Situated Fellowships, which recognize artists committed to today's global challenges, will be presented.

In the early 20th century, founder Ermenegildo Zegna was already promoting art as a driver of social transformation, commissioning murals and public sculptures in Trivero and encouraging artistic creation in the Alpine region of Piedmont. This connection between landscape, art and community continues today in Oasi Zegna, a natural territory of 100 square kilometers.

Zegna seals partnership with Art Basel to promote contemporary art

For its part, Hugo Boss has taken the opportunity to present the Art Basel Awards, a new recognition system that replaces traditional awards with a collaborative and transversal vision. The German firm acts as Presenting Partner of this project, with which it seeks to identify and support the agents that are transforming the current cultural panorama.

The awards have nine categories, three of which are aimed at emerging and established artists, and six at professionals of the artistic ecosystem: from curators to visual storytellers. An international jury will select 36 awardees in May, who will vote among them twelve Gold Medalists in December, during Art Basel Miami Beach.

Finally, Bulgari joins this trend with a new exclusive cultural alliance. The luxury brand has become the exclusive partner of the Esposizione Internazionale d'Arte of the Venice Biennale for the 2026, 2028 and 2030 editions.

Jean-Christophe Babin, CEO of Bulgari, underlines the symbolic significance of Venice for the brand, a historical meeting point between cultures where the dialogue between identity, heritage and modernity continues to develop. The 61st edition of the Biennale, entitled In Minor Keys, invites new forms of perception through the connection with the subtle rhythms of life, and will be held until November 2026 in different spaces of the city.

Zegna and Hugo Boss join a long list of brands that have found in Art Basel a platform to merge fashion and art. Among the collaborations, luxury brands such as Dior, which has presented in several editions its Lady Art project, have left their mark. Other houses such as Rabanne, Louis Vuitton, Loewe and Bottega Veneta have also participated in the fair.