To attract young collectors, auction houses tap rock stars, sneakerheads and a Spice Girl

Over the past year, a handful of surprising auction house press releases have graced my inbox. "Sotheby's Partners with The Strokes' Fabrizio Moretti For Special Old Masters Exhibition & Auction," one proclaimed, while another proudly boasted: "Christie's to Present its Most Accessible Auction to Date: Christie's 100 | Online Only."

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