Chanel and The Australian Ballet ink Historic Partnership

'Chanel' and Australia's national ballet company 'The Australian Ballet' have announced a historic new collaboration that will secure the history of dance.

The French luxury brand has been named as ABT's 'Living Heritage Partner' on the occasion of its upcoming 60th anniversary and will protect and preserve its remarkable history. Chanel will sponsor the creation of an internal digital asset management system (DAM) so that the past, current and future audio-visual history-including archiving of performances, dancers, costumes, sets and lighting design of the ABT is preserved and stored, and most importantly, can serve as a primary research tool for the company. The partnership will conclude in 2022.

'Chanel's patronage of The Australian Ballet is a new initiative reinforcing the House's support of achievement, innovation and excellence in the arts,' the Parisian house said in a statement.

'As our Living Heritage Partner Chanel will help us digitise and preserve our cherished archives, secure the history of dance for generations to come,' the The Australian Ballet said in an Instagram post.

The new partnership between Chanel and The Australian Ballet is in keeping with its long tradition of supporting the arts, a dedication which began with Gabrielle Chanel. A key devotee of contemporary culture in 1913 she revived The Rite of Spring at Ballets Russes', the landmark ballet composed by Stravinsky and choreographed by Vaslav Nijinskyand. Later this connection was carried on by Karl Lagerfeld who worked with the Opera national de Paris.

Founded in 1962, the Australian Ballet is one of Australia's most prestigious organizations as the resident ballet company of the iconic Sydney Opera House and Arts Centre Melbourne.

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