BusinessLuxury

Mytheresa and Zegna Connect Art Basel Paris With a Menswear Customer Experience

A Galerie Joseph Froissart event combined Martha Atienza’s work, dining and an Ibeyi performance within Zegna’s wider art relationship.

Published: Oct 23, 2026 5:54 AM

By RETAILBOSS Team

BusinessLuxury

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BusinessLuxury

Mytheresa and Zegna Connect Art Basel Paris With a Menswear Customer Experience

Source video cover: Mytheresa.

Mytheresa and Zegna hosted a customer and cultural experience at Galerie Joseph Froissart to mark Art Basel Paris. The programme combined a viewing of Martha Atienza’s work, dinner and a live performance by musical duo Ibeyi.

Zegna artistic director Alessandro Sartori joined the event, alongside customers, press and other guests. Mytheresa’s menswear business provided the retail connection, while the art programme placed the evening within Zegna’s continuing cultural activity.

A cultural relationship with continuity Atienza is a Filipino-Dutch contemporary artist whose GOODLand platform received the 2026 Visible Situated Fellowship. Zegna’s Art Basel programme places the fellowship within a relationship involving Cittadellarte–Fondazione Pistoletto and Fondazione Zegna.

That context connects the evening with a broader programme rather than an isolated display. The event also links a multi-brand luxury retailer with one of its menswear partners in a setting outside the store.

An art viewing, a meal and a performance offer several shared experiences within one evening, giving the customer relationship a cultural dimension alongside the product assortment…

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