In the right circles, an invitation to the ballet is more prestigious than a front row seat at fashion week. VIP boxes and the proximity to one of the oldest and finest creative disciplines in Europe makes the ballet a sure signal of cultural cachet and refinement. But recently, we’re witnessing a ballet renaissance, as audiences crave refined real-life experiences and brands try to attach themselves to intellectual, hard-earned pursuits. In June, Francesca Hayward, principal dancer for the Royal Ballet and Opera (RBO), appeared on the cover of style and sports magazine, Practice, in head-to-toe Burberry. “As luxury brands move beyond product-centric marketing, dance and ballet are emerging as powerful platforms for brand communication,” says Fflur Roberts, head of luxury goods at Euronomonitor International.