French luxury fashion house Louis Vuitton’s latest collaboration is with American artist Jeff Koons, who is infamous for using pop culture references in an ironic format. For this collection the artist has taken up works of renowned artists like Van Gogh, Reuben and Leonardo da Vinci and placed them in the French house’s signature pieces.
The collaboration that is equal parts flamboyant and brassy has received mixed responses where some are calling the pieces a bit pastiche and somewhat appropriative in nature. The ‘masters’ collections is essentially an extension of the artist’s ‘Gazing Ball’ series where Koons has placed a blue gazing ball inside reproductions of celebrated paintings. The collection is said to be a dialogue with the past, which serves as the meeting point between brand identities and the historic perspective brought in by artworks.
Michael Burke, Chief Executive of Louis Vuitton, is unfazed by the criticism and made a statement saying, “I think we’re going to get some pushback. People are going to be upset about the sacred entering the realm of the profane. But we like to do things that can be perceived as politically incorrect. If we are getting flak, we think we are doing something right.
There is everything from Mona Lisa to Rubens’ Tiger Hunt and Van Gogh on a bag packs, clutches, tote bags all the way to silk scarves, which don the artists’ names in reflective golden lettering. The ‘masters collection’ by Koons for Louis Vuitton basically aims to take high art into the high street with the prices ranging upwards to US $ 4,000 each.