For most of the luxury brands, they have art director like Chanel have Karl Lagerfeld. But why those artist play such important role in luxury industry? Here is the answer:
According to Max Weber, charisma is “an exceptional quality that a man has (regardless of whether that quality is real, presumed or faked),” which gives that person an authority to which others submit. That is, charismatics have a kind of aura. And the artist is the one who give the charismatics to the brand though their design. In doing so, artists enhance the luxury brand aura.