With a master's degree in luxury marketing and an MBA in art market, Salomé Monpetit created matchwithart in order to attract a younger audience to art venues. Through what she calls "matching", she matches her outfits to works of art in order to catch people's eyes with this chameleon-like game and thus attract a younger audience to art venues. Her vocation is to succeed in convincing users to go from digital to physical. She combines her photos with texts studied to address any public. The approach extends to the world of galleries, museums and other art venues. Matchwithart was born in 2018 on Instagram and has become a visual reference in the art content creator community. Many museums, galleries, foundations, and auction houses use her to create matches during exhibitions.