Aritzia Artistic License

Since beginning FNAR 264, I've started to consider the ways in which I interact with art on a daily basis - some ways conventional and others less so. For example, following artists on Instagram or seeing advertisements for exhibits on various social media platforms. Another example, perhaps less conventional, would be Aritzia's use of shopping bags as a canvas for artists' works. Under its artistic license, Aritzia - a women's clothing boutique - showcases different artists each year on its bags as a sort of novel platform and includes a short biographical excerpt on the inside of the bags.

This platform is particularly intriguing to me, as the terms of the license are somewhat limited on the Aritzia website. While I've appreciated the program as its introduced me to new artists, I can't but wonder if it's actually of benefit to the artists. Do artist/brand collaborations bring interest and a following to the artists, or does it solely bring value to large corporations that benefit from this novelty?

-Anna
[Artist: Juergen Teller]
https://www.aritzia.com/us/en/aritzia/about-aritzia/artistic-license.html?country=us