In recent days, foreign luxury fashion brands have been actively participating in Korean art-related exhibitions and events.

The French fashion brand Chanel announced this week that it will showcase the ‘Now & Next’ video series, which highlights modern Korean artists, in collaboration with the international art fair Frieze, scheduled to take place from Wednesday to Saturday in Seoul.

The ‘Now & Next’ video series features conversations between three groups of established and emerging artists based in Seoul.

Since last year, Chanel has been a sponsor of the Yeol Foundation’s ‘Yeol X Chanel’ project, through which it selects and supports a Master Artisan of the Year and Young Craftsman of the Year.

Chanel is not alone in this endeavour. The Italian brand Prada is set to host the ‘Prada Mode Seoul’ event at the multicultural complex Kote in Insa-dong this week.

‘Prada Mode’ is a cultural event that provides theme-tailored content in collaboration with artists and creators from various fields. This marks the first time this event is being held in Seoul.

Another Italian brand, Bottega Veneta, is supporting an exhibition by the Korean visual artist Kang Seo-kyeong, which is scheduled to open on Thursday at Leeum Museum of Art.

This marks the first instance of a fashion brand participating as a sponsor of a Leeum exhibition.

The French brand Dior is presenting the ‘Lady Dior Celebration’ exhibition in Seongsu-dong, Seoul, starting from Saturday, coinciding with the Frieze period.

This exhibition, designed to display Lady Dior bags reinterpreted by 24 Korean contemporary artists, is set to run until September 17.

This story was originally published by Ashley Song, via Korea Bizwire.