How Art Basel Miami Beach Became a Major Draw for Marketers

Luxury mags and sponsors flock to art fair

Every winter, the fashion crowd—bloggers, editors, well- heeled customers—descends on a certain American city for a week of seemingly nonstop parties, many hosted by top-tier luxury magazines and sponsored by big-name designers. No, we’re not talking about New York Fashion Week. In fact, one of the year’s hottest fashion events isn’t technically a fashion event at all. It’s Art Basel Miami Beach, the art showcase that takes place each year during the first week of December

So how did an art fair, launched in 2001 as a spinoff of the original Art Basel in Switzerland, become a must-do for any luxury publisher worth its weight in Chanel? "There's always been a synergy between the luxury market and art," said Stefano Tounchi, editor in chief of W, who has been attending Art Basel Miami Beach since its inception.

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