Until the 1980s, Old Masters, paintings typically completed before 1850, “ruled the art world,” said The Economist. But then collectors began to see the “centuries-spanning” category as “too old-timey,” turning instead to more modern and Impressionist art. But now art experts are noticing a rise in Old Masters’ sales again and dramatic changes in the attitudes of collectors and artists alike.
‘Primed to connect’ Old Masters have had “new life breathed into them,” said The Economist. In 2025, global sales of the paintings reached $1.2 billion, “30% higher than a year earlier.” And it’s younger buyers who are “showing more enthusiasm.”
The contemporary art market has been showing “signs of volatility,” causing collectors to turn to Old Masters that are more “stable and significantly less expensive,” said The Economist. There’s also an element of “scarcity” that makes them more attractive, as higher numbers of the older paintings enter museum collections with each passing year.
Portraits and figurative art are particularly “in vogue” because they are so “Instagrammable,” said The Economist. People are drawn to what appears to be a “simpler life (if you ignore the revolutions, plagues and awful dentistry of past eras).” And they are so used to seeing pictures of people online that observers are “primed to connect to painted ones.”
‘Embraced’ by emerging artists In the past, lesser-known artists would imitate bigger names — in effect, “art historical name-dropping” — to improve the “gravity and market confidence” of their works, said J. Cabelle Ahn at Artnet. Cynics would call the modern-day evoking of the Old Masters style a form of “reference-baiting.”
But one of the main reasons for this “trans-historical escalation” is “technological unease,” said Ahn. Not only do artists fear being eclipsed by AI, but there’s also a movement to explore “foundational concepts like meaning and originality in the endless sea of information.”
In addition to being “back in a big way” for collectors, figurative painting is being “embraced” by large numbers of emerging artists “keen to demonstrate their skills,” said Chloe Stead at the Financial Times. This could be guided by materials and neglected older techniques, appearing “new.” Oil paint became popular in the Netherlands in the 12th century, and now for artists seeking to create realistic images, there’s “no better alternative.”
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