Known for his experiment in phenomenology, and more recently for his Obama poster, artist Shepard Fairey recently partnered with Saks Fifth Avenue to apply his iconic style to their Spring marketing campaign.
Inspired by the graphic designs and propaganda spirit of Constructivist art, the new catalog covers and shopping bags from the department store will feature the slogan “Want It!†in Fairey’s typical color scheme: red, white and black. The lettering is also quite reminiscent of graphic designs by Rodchenko, the Russian graphic designer who was one of the founders of Constructivism.
It’s been interesting to watch how Fairey’s work and philosophy have evolved over the years. What started out as project meant to provoke the status quo of consumer culture through a nonsensical image has been re-directed to help sell bags.
Undoubtedly, the campaign will prompt criticism from those who accuse him of “selling out,” but in any case, it’s refreshing to hear Saks senior vice president for marketing speak frankly about the partnership and marketing in general, stating, “What we do every day, really, is propaganda.”
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There are so many levels of conflicting messages, irony and subversion/not subversion at play here that my head may explode. This image looked like a salvo against the big-expensive bag wearing masses at first anyway. Cultural critique masquerading as advertisement?
January 9th, 2009 at 2:32 pm
this is just so sorry
January 9th, 2009 at 2:41 pm
It’s just weird. I agree with Dan, too many conflicting messages make me want to look away. So I doubt I’ll be buying the merch.
January 9th, 2009 at 5:27 pm
sell out.
January 12th, 2009 at 1:33 am
The embracing of this Soviet style imagery is scary, since millions suffered and died under the tyranny of the Soviet Union.
March 18th, 2009 at 7:58 am