Louis Vuitton and Kusama: art as a source of fashion's mythologization

The article is dedicated to the use of art by fashion as a source of symbolic values to create its own mythologized image. The intercultural appropriation is studied on the example of a collaboration of French fashion house Louis Vuitton and Japanese artist Yayoi Kusama. The author refers to a range of media publications depicting the perception of the partnership in question and the description presented by the fashion brand itself. The construction of a myth as a semiological system based on ready made forms is considered. The system is a tool, which is used by the fashion house to design a range of symbolic values consisting of those transferred from the field of art and brought in by the viewer consumer. The application of the tool secures the perception of the value of the fashion house’s products as equal to the one of the pieces of art.