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Robots, wax models… Yayoi Kusama star of a mind-blowing advertising campaign for Louis Vuitton

Robots, wax figures, giant statues… For the past few weeks, the famous Japanese artist Yayoi Kusama, who will soon be celebrating her 94th birthday, has been the star of an excessive communication campaign. In question, her new collaboration with the Louis Vuitton brand (with which she had already worked in 2012), launched on January 5 and presented in preview at the Art Basel fair in Miami on January December. T-shirts, dresses, perfumes, trunks, bags… 400 limited-edition pieces from this capsule collection, baptized “Creating Infinity”, have been decorated with repetitive patterns characteristic of the visual artist, including, above all, multicolored polka dots printed or screen-printed in relief. , but also mirror dots or even psychedelic flowers.

The luxury brand, which has collaborated since the beginning of the 2000s with big names in contemporary art, did not skimp on the means to get people talking about the event. In addition to photographs involving famous models such as Bella Hadid and Gisèle Bündchen and promotional videos that have invaded social networks, a pop-up store installed just opposite the Whitney Museum in New York has deployed, in a setting of yellow walls strewn with black polka dots, mirror-polished silver spheres forming the brand’s logo, in reference to polka dot pumpkins and Infinity Rooms from Kusama. The icing on the cake, a stunningly realistic animatronic robot bearing the image of the artist has been installed in the window of the Vuitton store on 5th avenue. Wearing an inflatable pumpkin-shaped wig and wearing a polka-dot dress, this clone of the Japanese girl tirelessly paints little dots on the glass, under the dumbfounded eyes of passers-by! In Paris, another robot is visible in the Vuitton store on Place Vendôme, while a giant Kusama clings to the facade of the one on the Champs-Élysées.

@marusyakoval1 Today in Paris @louisvuitton #yayoikusama ♬ Renaissance (Main Title Theme) [from « The White Lotus: Season 2 »] – Cristobal Tapia De Veer

Both fun and a bit scary, this campaign raised numerous questions on the web, including this one: isn’t Louis Vuitton exploiting the image of this very elderly artist a little too much, released for the occasion from the psychiatric hospital where she been voluntarily interned since 1977? If the question deserves to be asked, it is not the first time that she has played with fashion (in 1968, she had even created her own brand) nor with her own image, which she both makes a self disproportionate which invades everything with its inimitable touch, and a motif which is erased and self-destructs by its endless repetition. Its motto ? “My life is a pea lost among millions of other peas”!

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