When Fashion Meets Masterpieces
Salomé Monpetit created MatchWithArt in 2018 with an identifiable guideline: to match her outfits to Art and thus create a game of chameleon. By placing herself in front of a work, she personify it and break down the barrier that people think exists between art and them.
Blending into the artistic landscape has several ambitions. The first is to capture people’s attention through this art/clothing symbiosis, and the second is to highlight exhibitions, artists, and cultural places by associating the photograph with a caption about the artist, the exhibition, combined with anecdotes.
I’m also keen to highlight contemporary artists who are less well known to the public, in order to showcase the Art history that is being written today and in which everyone is invited to participate.
In a way, this account is kind of a cultural agenda, both educational and aesthetic. I hope to convince people to go to cultural places to see the work with which I’ve matched my outfit, and to realize that art is within everyone’s reach.
And to answer the question so often asked: no outfit was ever created to make a match, everything already exists, whether it’s the outfit or the artwork. My job is to bring the two together!
Interview
How did the idea of matching outfits with art first come to you, and what was the moment that solidified it as a creative project?
I launched Matchwithart in 2018 after thinking for a few months about a way to communicate about art in an original manner that would be different from what we are used to seeing, particularly on social media, a channel that was neglected by cultural institutions at the time. One day, when I was inadvertently dressed in the same tones as a work of art, someone made this amusing remark to me: I was blending into the painting. I thought I had an idea, and Matchwithart was launched. But in the end, the concept had been there for a while since I realized that unconsciously I often dressed according to the artworks I was going to see, a sort of innate dress code, like those that our society instills in us to go out in the evening, to a concert, a dinner… The fact of associating outfits with works comes from this chameleon game that everyone appreciates, whether it’s when you’re dressed in the same tones as a work, or the color of a wall, or a sofa, etc. It’s a visual association that’s pleasing to the eye however it takes shape.
At first, it was just a project for fun in addition to my work in auction houses, then in 2022, when I started to get my first contracts, I said to myself that it was time to take the plunge and try to make a living from this concept and become a creator of cultural content.
How do you decide which artworks to pair with your outfits? Is it instinctive, or do you follow a specific creative process?
The process will vary depending on whether it’s for pleasure or for a contract. When it’s for pleasure, I’ll go and see exhibitions and let the works inspire me, I’ll also think about logistical aspects like how far back to take a photo, when does the exhibition end, have I already written about that artist.
For contracts, most of the time my partners have a precise idea of the work they want to highlight.
In 99.8% of cases, it’s always the artwork before the outfit. There have been rare occasions when I’ve already got the outfit in my dressing room, or when I’ve thought to myself, “there’s definitely a piece of art that would go with that”. No outfit has ever been created to make a match, everything already exists, I’m here to research and combine the two and thus create a match.
So I’d summarize that I first spot the artwork online, then I go to the physical location to see if it’s possible to take a photo, then I am looking for the perfect outfit online, which can take several days, and then I go back to see the work and take the photo or video.
You often make art feel more approachable—what philosophy drives your intention to “demystify” art?
Matchwithart will help to make art accessible to everyone in a number of ways.
First of all, posing in front of a work of art breaks down the barrier that people who are not initiated to art may feel, and sends out the message that you too can stand in front of a work of art and look at it – it’s a universal right.
This approach personifies the work of art, gives a sense of scale and breaks down intellectual barriers.
The second aspect lies in the writing of the captions: I simplify the art-related vocabulary as much as possible, using simple words and writing a text that is accessible to the general public, whether accustomed to art or not.
The third way is to enable people, just by scrolling, to come across a work they like, to discover an artist without having to travel to a cultural venue with which they feel no affinity. Of course, the aim is for the public to move on after seeing the work digitally, but if they don’t, they’ll still have experienced a cultural moment, even if it’s via a telephone or computer.
I believe that art should, and above all should, be for everyone. You can love it, hate it, remain indifferent – there are no wrong answers. Everyone is free to express their feelings, to talk about what the work evokes in them. And we’re lucky to have this freedom of thought, which is all too rare in many fields. Art makes this possible, and that’s what I want to convey. Whether you’re an art enthusiast, know nothing about art or just have a vague notion of it, this is for you. It’s kind of magical when you think about it, to look at a work of art and experience sensations. Everyone should have access to this opportunity.
Your project has resonated globally—how do you think cultural identity plays into the universal appeal of art?
Cultural identity is a powerful force in shaping art, and it’s often what gives a work its depth, resonance, and uniqueness. Even when art is deeply rooted in specific traditions, customs, or histories, it has the potential to reach beyond cultural boundaries because certain themes—like love, struggle, joy, loss, and transformation—are universal human experiences. These common threads allow art to transcend its specific context, while still reflecting the richness of the culture it originates from.
In sum, while cultural identity gives art its unique flavor and richness, it is the universal emotional resonance and human themes that often allow it to strike a chord with people across different cultures and backgrounds. This dynamic interplay between the personal and the universal is what can make art globally relevant.
With Matchwithart, I’m lucky enough that my photos have a universal reach and can speak to anyone, regardless of region or country. This is a strength because borders no longer exist, showing that art is for everyone.
Social media has become a key medium for your art—how do you view its role in promoting creativity?
For a long time, social networks were neglected in the art world because it was difficult to envisage marketing art or finding the right way to do it. Art had to remain cerebral, intellectual, whereas art can be so much more than that. First and foremost, art is visual, and it’s often said that a picture is worth a thousand words, and I think this applies particularly to art. Of course it’s not enough, but the image is the public’s first contact with a work of art, so networks have a phenomenal power in this respect. People will first experience their relationship with a work of art digitally, before perhaps going to see it in person. Social networks also make it possible to discover artworks from all over the world when you can’t travel to see them; it’s a way of traveling by thought. And it’s even better when it’s accompanied by a text that has been thought out and studied to appeal to the widest possible audience. Creativity knows no bounds with social networks, and multi-talented people can express themselves and be seen by everyone, simply by posting online. It’s an essential lever that complements the physical experience.
In an age of fast fashion, do you see your project as a form of sustainable artistic expression?
I don’t encourage consumption with my account, nor do I promote a particular brand unless it’s doing collaborations with artists that I enjoy sharing. I’m happy to give references to clothes I wear that are never fast fashion, but I don’t encourage consumption. It’s really the chameleon aspect that I’m going to emphasize and the fact that there are bridges between art and fashion.
I believe that art and fashion are two distinct entities with innate bridges. An artist and an art director both create; one uses the medium of canvas or paper and the other the garment, but the primary process, the creation, is the same. Then there are distinctions, as the artist will produce one-off pieces, unlike the art director, although this is sometimes the case. Fashion and art can and must coexist. At one time, collaborations such as those between Schiaparelli and Dalí were hailed and admired, whereas nowadays they’re viewed less favorably, as if artists shouldn’t associate themselves with commercial products to disseminate their art. There’s too much focus on the marketing aspect of things and not on the benefits. It becomes more accessible in the collective imagination and is less frightening because it is presented in a medium known to all. Of course, any collaboration must be well thought-out and involve the presence of the artist, or his or her representatives if he or she is deceased. The aim is to pay tribute to a work, not to exploit it. That’s the only message I want to get across by emphasizing the fashion aspect, that creativity can take many different forms.
How do you measure success for a project like Matchwithart—by personal satisfaction, audience engagement, or something else?
There are several levels of measurement. One of the gratifying aspects is when partners call on me again, and a regularity and a relationship of trust is established. The second is when people tell me they’ve discovered an artist thanks to a post, or even better, that they’re going to go and see the exhibition. This shows that the post doesn’t stop there, and that it lives on. It goes beyond likes and comments, and it’s great to know that you’ve triggered a cultural craze. The third is the relationships and conversations I’ve had with artists. There’s a certain pressure to write about living artists, the fear of misrepresenting an idea, getting the facts wrong, misinterpreting. It’s a relief and a great pleasure when they thank me for the photo and share it again.
For me, these three aspects are the sum total of success, or at least of personal satisfaction: the relationships established with partners, audience feedback and exchanges with artists.
What do you think the future of Matchwithart looks like? Are there new artistic avenues you wish to explore, like collaborating with living artists or expanding into other media? And most importantly-where does all the clothes come from?
I’d like to explore new formats, whether it’s face-to-face talking about an exhibition or sharing art world news in a written format. I’d also like to talk more about auction houses, which are a little-known but very interesting part of the art world.
In an ideal world, my ultimate dream would be to create my own clothing brand and release collections exclusively in collaboration with living artists. The lines would range from a reversible coat with an artwork motif inside, to accessories such as reversible gloves and scarves. The aim would be to emphasize the choice of materials so that the physical works come to life on the garment, to establish a genuine dialogue with the artists, and to produce the pieces in limited, numbered editions. The idea would be to find a compromise between Uniqlo’s basic T-shirts and luxury brands like Dior that release artistic collections, so as to appeal to a broad public and make wearable art accessible.
All the clothes come either from my dressing room, rental sites or loans. Nothing has ever been created to make a photo, at least for the moment. So 99% of the time, the clothes don’t belong to me and are only intended to serve the match.
What is your creative motto?
Find the work that will make you smile, cry or vibrate, and keep it preciously in a corner of your mind.
For more information, please follow @matchwithart.
