Art Basel 2025: How Luxury Will Take Over the Event

The ultimate reference in contemporary art fairs, Art Basel, returns this year with a highly anticipated edition. The historic Swiss fair, influenced by powerful players such as the Murdoch family through their participation in the MCH Group, attracts more and more of the luxury industry every year. This trend is met with both enthusiasm and criticism, as is the standardization of the four Art Basel fairs (Miami, Hong Kong, Paris, Basel, and soon Doha) and the reduction of independent voices in the market.

Despite the climate of economic and political uncertainty that is prompting collectors to be cautious this year, luxury is not reducing its presence, quite the contrary.

Alongside UBS, which has been involved as a “Lead Partner” since 1994, several pillars of the luxury industry will be present: BMW, as it has done for the past 20 years, will once again provide VIP transportation for visitors with its fleet of hydrogen-powered vehicles, transformed into mobile works of art by artist Alvaro Barrington; Audemars Piguet will continue its dedicated nomadic art program, “Audemars Piguet Contemporary,” since 2012, which consists of commissioning contemporary artworks from international artists, promoting collaborations with cultural institutions around the world; For its part, the Ruinart champagne house will continue its “Conversations with Nature” series by inviting French-Swiss artist Julian Charrière to share his artistic vision.

A major new addition to the 2025 edition is Italian fashion house Zegna. For the first time, the group of the same name, which also includes Tom Ford Fashion and Thom Browne in its portfolio, has entered into a multi-year partnership with Art Basel, covering all four fairs in the network. “For over a century, our family has believed in the power of art to elevate places, enrich lives and shape culture,” said Gildo Zegna, current CEO of the group, whose grandfather and founder, Ermenegildo Zegna, surrounded himself with artists from an early age.

Curatorial experiences combining art, design, and responsible entrepreneurship will animate this partnership, as well as the flagship project “Visible,” initiated by Cittadellarte, through the creation of the “Visible Located Fellowship 2025” grant. It will reward artists and collectives committed to current environmental and social issues, while celebrating the nomination of Michelangelo Pistoletto for the Nobel Peace Prize, whose father, Ettore Pistoletto Olivero, was one of the first artists commissioned by Ermenegildo Zegna.

Another notable initiative is the first edition of the Art Basel Awards, launched in partnership with the BOSS brand, part of the Hugo Boss Group. Last February, the fashion brand proudly announced its role as the fair's main partner, consolidating its ties with contemporary art and culture. "Fashion and art are closely linked, and as a result, art is an integral part of our DNA. HUGO BOSS has a 30-year history of art sponsorship, and by supporting the Art Basel Awards with BOSS, we are strengthening our commitment," said Daniel Grieder, CEO of the group, in a statement. Chaired by Vincenzo de Bellis, Director of Fairs and Exhibition Platforms at Art Basel, the Art Basel Awards jury will select 36 winners, who will in turn choose the 12 gold medalists, to be honored at a ceremony at Art Basel Miami Beach in December.

With nearly 91,000 visitors registered in 2024, Art Basel remains an essential space of influence for luxury houses, allowing them to naturally unfold their storytelling while affirming their commitment to contemporary art. In 2026, the grand launch of Art Basel in Qatar could prove to be an even more important showcase in a key region for both collectors and luxury brands.