Mantle marketing

Mantle marketing

London – The Tate Modern has paid homage to artist Georgia O’Keeffe by collaborating with one of today’s biggest feminist icons.

London – The Tate Modern has paid homage to artist Georgia O’Keeffe by collaborating with contemporary feminist artist Petra Collins.

  • Tate Modern has launched a major new retrospective on O’Keeffe, featuring more than 100 of the artist’s most famous works
  • To mark the opening, it invited artist and photographer Petra Collins to give her perspective on the mother of American Modernism in a short film

As an artist who rose to fame for her opinions on female censorship on social media, Collins lends a contemporary significance to O’Keefe’s work.

Collins’ light and poetic film uses unsettling natural imagery and light-hearted fetishism, an artistic direction covered in our Sensory Assault. It also features some of her favourite muses including Lee Armoogan, Barbara Ferreira, Seashell Coker, Maia Ruth Lee and Ajani Russell exploring sets based on O’Keeffe’s famous landscapes.

While Collins is an established artist in her own right, the Tate Collective also works with and nurtures young adults through youth engagement.

The Big Picture

Tate Modern's collaboration with Collins results in a visceral visual statement that differs from traditional museum exhibition campaigns. It’s a lesson in not relying solely on heritage and the past in brand communications, but instead try to be culturally of the moment. Find out more in our Anti-authenticity Marketing macrotrend.

Discover More Daily Signals
Ricola launches herbal-scented scarves for flu season

Daily Signals

Ricola launches herbal-scented scarves for flu season

Ricola, the Swiss herbal wellness manufacturer known for its cough sweets, has launched a limited-edition scented scarf collection that transforms ...
Fashion : Advertising : Health & Wellness
Ikea rebuilds its smart home range around accessibility

Daily Signals

Ikea rebuilds its smart home range around accessibility

Ikea is accelerating its smart home ambitions with the launch of 21 new Matter-compatible products – a line-up spanning lighting, sensors and contr...
Design : Home & Family : Technology
Stat: Gen Z and Gen Alpha to dominate future fashion spending

Daily Signals

Stat: Gen Z and Gen Alpha to dominate future fashion spending

A new US report from Boston Consulting Group (BCG) highlights a major power shift in fashion consumption, as Gen Z and Gen Alpha emerge as the indu...
Retail : Fashion : Statistic
Global Wellness Summit 2025: Dubai positions itself as the new epicentre of global wellness innovation

Daily Signals

Global Wellness Summit 2025: Dubai positions itself as the new epicentre of global wellness innovation

As the 19th Global Wellness Summit opened in Dubai, the city used its host-stage moment to reinforce why the Middle East is fast becoming a global ...
Global Wellness Summit : Health : Wellness
Kleonne launches e-commerce platform to simplify men’s skincare

Daily Signals

Kleonne launches e-commerce platform to simplify men’s skincare

Kleonne is a new men’s premium grooming and skincare e-tailer launched by 19-year-old British student Alfie Binns.
Beauty : Retail : Grooming
Stat: Millennials and Gen X main users of Sister Wives polyamorous dating app

Daily Signals

Stat: Millennials and Gen X main users of Sister Wives polyamorous dating app

New statistics from Sister Wives, a dating platform for polyamorous relationships, suggest that polyamory isn’t being driven by the digitally nativ...
Relationships : Polyamory : Dating App
Valentino reimagines the DeVain bag through digital art

Daily Signals

Valentino reimagines the DeVain bag through digital art

Valentino has introduced a creative showcase dedicated to the brand’s Garavani DeVain bag, extending its ‘fashion is art’ philosophy into new digit...
Fashion : Technology : Luxury
Foresight Friday: Alison Farrington, foresight content manager

Daily Signals

Foresight Friday: Alison Farrington, foresight content manager

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight content manager...
Foresight Friday : AI : Marketing
Stat: New modelling reveals the human cost of the Trump administration’s approach to climate legislation

Daily Signals

Stat: New modelling reveals the human cost of the Trump administration’s approach to climate legislation

New modelling from ProPublica and The Guardian quantifies the human cost of Donald Trump’s ‘America First’ climate agenda. It projects that extra e...
Sustainability : Climate Crisis : Politics
Rapha opens Shanghai Clubhouse for cycling and design enthusiasts

Daily Signals

Rapha opens Shanghai Clubhouse for cycling and design enthusiasts

Cycling apparel brand Rapha has opened its first mainland China Clubhouse in Shanghai, signalling a strategic push into one of the world’s fastest-...
Retail : Sport : Cycling
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN