Young artist Advay Sureka (left) and the cover of the magazine.

The millennium has seen ever-expanding cross-disciplinary activations between fashion and art and art and brands. For example, fashion designer Karl Lagerfeld often consulted both fine and decorative arts for his collections for Chanel, Fendi, Chloe and his own eponymous label. A museum entirely devoted to the work of the legendary fashion designer Yves Saint Laurent has been established in Marrakech, Morocco. French designer, art collector, film patron and philanthropist, Agnes b. has opened a private museum in Paris.

Meanwhile, though brands often reserve their budgets for traditional marketing efforts, they are increasingly mobilising art into their annual calendar. They include art exhibitions, interactive installations, collaboration projects and commissioned work with artists. It has been discovered, and not too soon, that art enhances brand appeal. Dubai-based Magzoid Magazine, which presents arts-as-it-happens in all its editions, has now collaborated with the retail chain Brands For Less (BFL) to unveil the magazine’s March edition. It is adorned with a cover design featuring a Ramadan-themed doodle by talented young artist, Advay Sureka. The objet d’art has been ingeniously integrated with the distinctive look of a BFL shopping bag.

“This innovative cover is a tribute to the cultural essence of Ramadan and embodies the commercial spirit of Brands For Less, known for its unique approach to retail and branding,” say the creators. “This collaboration underscores the fusion of art, commerce, and tradition, celebrating the UAE’s vibrant creative economy.” Featuring Sureka’s art, the cover showcases the power of young creativity and the fresh perspective it brings to traditional celebrations. The initiative also highlights the importance of nurturing talent and underlines the necessity of displaying art in expected and unexpected places, from gallery walls to retail bag designs.

“By transforming its cover into a canvas that mirrors the aesthetic of a BFL bag, Magzoid Magazine and BFL challenge traditional boundaries of magazine and retail branding,” says the magazine. “This partnership invites readers to explore the interconnectedness of art, culture, and commerce, emphasising modern retail’s role in celebrating traditional festivities.”

Magzoid Magazine’s March edition is a declaration of the lifestyle and art publication’s determination and commitment to exploring the intersection of art, culture, and business. It serves as a creative reminder of the possibilities that lie in reimagining everyday objects as cultural storytelling narratives. The special edition offers readers a blend of creativity, tradition, and artistry, exploring art interfaces.

One of the leaders of the creative scene in the MENA region, the magazine is a platform for artists, designers and cultural commentators, celebrating the fecund tapestry of creativity, luxury and lifestyle. The Brands for Less (BFL) Group is one of the world’s leading off-price fashion and homeware retailers. Based in the United Arab Emirates, they serve over seven markets across the Middle East and Europe. Their journey started with the off-price business model – ‘Brands for Less’ – in Lebanon in 1996. Four years later, they established a new home in the UAE. Their goal is to delight customers and entice them back with the promise of exceptional pieces - all at up to 80 per cent off the original retail price for designed designer brands.

Art and Brands may be the three pillars of Culture (ABC). Brand consulting agency Jais Partners (JP, Milan, Italy) shouts: “Have you ever noticed how some brands and art seem to go hand in hand?” According to them, brands seek to align themselves with art to enhance their image, associating with cultural sophistication and creativity. When a brand shows off cool art or collaborates with artists, it’s like saying, “Hey, we’re not just about selling stuff; we’re into culture and creativity!”

Brands are patrons of arts. Their support helps artists to create and share their work with more people. “Nowadays,” JP notes, “brands and art are not just sticking to their own lanes, they’re jumping into each other’s worlds and creating awesome projects and collabs.” The creative directors conclude that brands and art can also team up for good causes, such as working together for charity.