Art-infused fashion, movement of cultural meaning and meaning co-creation

Purpose – The purpose of this research is to explore the evolution of cultural meanings of visual art, tracing their transformation into a multitude of meanings co-created by consumers through art-infused fashion and its subsequent effect on consumers’ responses toward art-infused fashion. Design/methodology/approach – This research examines three illustrative cases: the collaborations between Takashi Murakami and Louis Vuitton, Piet Mondrian and Yves Saint Laurent and Jean-Michel Basquiat and Comme des Garçons. Each case involves a review of published works and photo-elicitation interviews, analyzed using the Gioia methodology. Findings – Our research illustrates the significant influence of the market – comprising the fashion system providing art-infused fashion – and consumers, on the development of new and heterogeneous cultural meanings associated with art. Originality/value – This research addresses limitations of the Movement of Cultural Meaning model by integrating a processing mechanism – consumer meaning co-creation – and further extends its implications for a specific consumer response, the feeling of ownership over art-infused fashion.