FEDORA - “Are Luxury Brands Becoming Dance’s Most Important Patrons?”

Northern Ballet dancers in Gentleman Jack. © Emily Nuttall i

“Are Luxury Brands Becoming Dance’s Most Important Patrons?”

Industry News

Dance Magazine’s recent feature, “Are Luxury Brands Becoming Dance’s Most Important Patrons?” written by Emily May, examines the evolving role of luxury houses in sustaining and shaping the performing arts today.

Within this article, our Director Edilia Gänz shares FEDORA’s perspective on the importance of structured, long-term cultural partnerships in supporting dance creation.

The feature highlights the FEDORA – VAN CLEEF & ARPELS Dance Prize as a leading example of this model. Supported by Van Cleef & Arpels, the Prize stands out for its commitment to accompanying dance projects beyond traditional sponsorship, offering support that extends across the creative and production process.

By helping selected works move from initial concept to full realization and international presentation, the Prize contributes directly to the development of new choreographic voices and strengthens the European dance ecosystem.

In the article, this approach is presented as part of a broader shift towards deeper, more engaged forms of cultural patronage, where support is embedded in the artistic journey rather than limited to funding visibility.

We are proud that the FEDORA – VAN CLEEF & ARPELS Dance Prize is featured in this important conversation, and grateful to continue developing it alongside our long-standing partner Van Cleef & Arpels.