This paper examines the reasons for the increasing association between art and fine wine in recent times. It argues that this convergence is part of a wider phenomenon where art has increasingly been employed to market ‘lifestyle’ commodities such as fashion and haute cuisine, and explains this with reference to the increased importance placed on aesthetics in the process of consumption in postmodern culture. In this context, art serves as an apt vehicle for promoting the idea of consumption as style insofar as it symbolizes a mode of life which transcends crass materialism. At the same time as it is used for commercial purposes, art is only able to perform this function by disavowing its own commodity status.

Item Type:	Refereed Article
Keywords:	Art, fine wine, lifestyle commodities
Research Division:	Studies in Creative Arts and Writing
Research Group:	Art Theory and Criticism
Research Field:	Visual Cultures
Objective Division:	Expanding Knowledge
Objective Group:	Expanding Knowledge
Objective Field:	Expanding Knowledge through Studies of Human Society
Author:	Negrin, L (Dr Llewellyn Negrin)
ID Code:	99074
Year Published:	2015
Deposited By:	Creative Arts
Deposited On:	2015-03-12
Last Modified:	2016-10-03
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