LVMH Moët Hennessy Louis Vuitton is winning luxury’s race to associate itself with the art world, according to a new research report from Bernstein.

Its “quantified assessment” put Kering in second place, and Chanel in third.

Researchers at Berstein took into account the wide swath of tactics Europe’s luxury groups are deploying, from contributing to the restoration of artistic landmarks and sponsoring art museums to high-profile collaborations with famous artists and architects.

“Luxury brands need to associate themselves with global aspirations and ideals in order to ignite desire,” said the report, issued Wednesday. “Doing this in a de-globalizing world is tricky. Hence, the need to find naturally global realms — like the arts and the sports.”

Megabrands are best positioned t

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