My thesis examines the theoretical and practical aspects of the intersection of contemporary art and the luxury industry. Based on a cultural, sociological, and economic overview, it explores the 'artification' of the luxury industry. I illustrate the phenomenon of contamination through the art foundations of LVMH and Prada, while variations of hybridisation are shown through collaborations between Kata Szegedi and Márton Nemes, as well as between NUBU and Menyhért Szabó. The thesis contextualises expert interviews and examples from both fields, observing and analysing them in practice, and studies the drawbacks and benefits of the interplay.