Cultural value variability of a work of art: the Mona Lisa on clothes and accessories

The article studies variability of the cultural value of a work of art depending on the context it is placed into. The author consecutively considers the use of the Mona Lisa by Leonardo da Vinci as a reprint on pieces of clothes by Uniqlo in its collaboration with the Louvre, on handbags in the Louis Vuitton x Jeff Koons collection, as well as on the face of a Bovet wristwatch. Perception of the chef d’oeuvre has been changing over the years and gathering multiple cultural senses, which fashion designers and brands together with the invited artists re-interpret creating new visions of the painting. The Mona Lisa is placed into a new environment: its image modifies from an association and representation of the high art up to a play with the consumer and embodiment of a sort of parallel individual piece of art. Such collaborations, like those with museums and modern artists, are assumed to be a mutually beneficial union, supporting the institutions and the interest of a wide audience in the art while also differentiating offers by fashion brands.