A Stroke of Koons on Your Arm

You can love him or hate him, but you can’t ignore him. Jeff Koons is equally adored and castigated for his artwork, which includes extremely sexual imagery and an obsessive attention to detail that borders on irreverence. For sure, he is one of the most talked about living artists of the 21st century.

But that is not the only reason why a new collaboration between luxury major Louis Vuitton and Koons made it to the headlines. The collection has proved to be as controversial and provocative as Koons himself.

Soon after collaborations with artists Takashi Murakami and Stephen Sprouse, the ‘Masters’ collection is an interesting talking point and an undoubtedly bold marketing move by Louis Vuitton.

Koons used the brand’s luxurious handbags, scarves and duffels as canvases to remix iconic artworks of the old masters such as Van Gogh, da Vinci and Rubens and presented them in a way “that encourages new interpretations”. He also put the artist’s name over the picture in big, bold letters as if educating art-illiterate lookers-on, which is not altogether a bad idea.

While those in fashion circles hailed the attempt to bring “masterpieces out of the museums and into modern lives”, the internet wasn’t really having it. Twitter had a field day turning the bags into memes, with some describing them as ‘hideous’.

What’s your take?


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