Louis Vuitton got another artist collaboration in their bag, literally. After Richard Prince, Yayoi Kusama and Takashi Murakami one more Gagosian artist has joined the LV club, everyone’s favourite Jeff Koons. The artist has collaborated with the luxury brand on the Masters collection (“master” as the artist, master of technique and skills) consisting of bags and scarfs. All presented works share a strong “Exit through the gift shop” presence, only this time the prices have been adjusted to LV and Koons standards.
Looking at Koons resumé one spots his late 2014 H&M dive into the affordable fashion with the release of the Balloon Dog bag (also featured in Vogue Paris, I wonder how expensive are the ad packages Vogue offers) to celebrate his then travelling retrospective at Centre Pompidou, in Paris.
The Masters Collection evolves around Koons latest series “Gazing Ball” a large-scale, hand-painted (by his full time 70 to 80 staff members) reproductions of works by Old Masters such as Titian, da Vinci, Rubens, Fragonard and Van Gogh. The works were a huge success when exhibited a year and a half ago at Gagosian in Soho, New York that Almine Rech wanted to be part of it and showed the remaining in London.
Louis Vuitton spotted Koons’ remixes of the iconic artworks of the old masters and wanted to transpose them in a way that encourages new interpretations. In fact, they liked it so much that they allowed its famous LV Monogram to be reshaped by Koons’ initials. Of course, the monogram is very shiny and sensitive to scratches and Koons couldn’t help but comment:“there’s also a reflective process about the person being interlinked with the bag.” I dare you to walk-in at any gallery right now that exhibits reflecting objects, the sales person will say the same thing…
Happy shoppings, the collection launches on April 28th (hopefully at all LV stores worldwide, but I am sure you can spot Almine Rech with a Masters bag right now !)
-This is not a “Banksy” prank.
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