“We love the idea of treating the T-shirts like a canvas,” explained Visionaire‘s Cecilia Dean from the boardroom of the publication’s downtown headquarters. “So you would have the signature at the bottom and it will explain, ‘This is an artwork by Yoko Ono for Visionaire 63Forever.’” The shirts Dean is describing are the first five in a series of forty-five collectible tees that Visionaire has produced with Gap. The wares include a graphic, shining silver block with the tagline “Grow love with me” scrawled by Yoko Ono at the bottom; a Maurizio Cattelan and Pierpaolo Ferrari vision of Linda Evangelista as a religious icon; a stoic, standing panther photographed by Sølve Sundsbø; a chemical-etched skull by Craig McDean; and, unsurprisingly given the star’s continuous relationship with the brand, a rather eye-catching portrait of Lady Gaga by Inez & Vinoodh, which debuts exclusively above. Each image is printed in silver on the Gap’s classic, comfortably casual black tees, and they’re translated from originals from the all-metal, meant-to-last-forever Visionaire 63 tome, which debuted earlier this year.
“I feel like the Gap audience probably isn’t familiar with Visionaire,” reflected Dean, “so this is a great way to introduce [the project] to a mass audience.”
The T-shirts will be unveiled at a lunch at The Webster during Art Basel Miami in December. “It’s fun. These T-shirts are like $29.95. I was joking that this is the first time we’ve produced something that my staff can afford,” exclaimed Dean. “And it’s totally true! So we’re psyched about that.”
They’re also looking forward to the next round, which will launch to wider audiences in the spring. “They’ll be based on past and future images and themes [from Visionaire],” said Dean. “The next family is coming out in May, so for us, it made sense to do something super-colorful.”
The Visionaire 63 -inspired T-shirts will be sold at Gap stores in Miami and New York; The Webster; V Files, New York; and online at Net-a-Porter.com from December 6.
No comments:
Post a Comment