Fashion and literature: popular book clubs by fashion houses

Today, fashion extends far beyond runways and wardrobes. Inspiring millions, fashion houses are evolving into cultural institutions in their own right – with exhibitions, musical collaborations, and yes, even book clubs. That’s right: leading fashion brands are increasingly launching literary communities that bring together aesthetes and intellectuals from across the globe.

photо: Instagram / vanessarosales

CHANEL has always been synonymous with a love of culture. In 2020, the house launched the CHANEL Book Club, curated by actress and brand ambassador Margaret Qualley. The club participants highlight works by women writers – from Virginia Woolf to Joan Didion – exploring the link between independence, style, and the female voice in literature. The gatherings are intimate, yet livestreamed online, making it possible to join the conversation no matter where you are in the world.

Inspired by its iconic Book Tote bag, Dior turned reading into a new fashion ritual. Initially guided by Maria Grazia Chiuri, who infused the project with her passion for feminist literature, the club has since taken on a life of its own. Today, curated reading lists come from the house’s celebrity ambassadors and friends, while discussions are held in Dior boutiques around the world – from Paris to Seoul – transforming each event into a chic social occasion.

photo: Instagram / Marionberrin

Words and Wonders

Italian House of Gucci, renowned for its eclectic approach to fashion, launched Words and Wonders within its cultural platform Gucci Equilibrium. More than a book club, it’s a dialogue between the arts – literature discussed through the lens of music, cinema, and visual culture. Events feature poets, writers, and philosophers, and unfold in an atmosphere reminiscent of bohemian salons of the past. 

Why does it matter?

Book clubs at fashion houses are not only a way to encourage reading in the digital age – they are also a form of cultural activism. They prove that fashion can be intellectual, profound, and inspiring – not only visually, but spiritually. Today, being stylish also means being well-read.

So, if you’ve ever thought of book clubs as dull or outdated, it’s time to see them in a new light. Who knows – your next favorite novel might just come recommended by CHANEL or Gucci.