Shepard Fairey (b. If it feels lonely among the stars, how does it feel at rock bottom? So what is the Do It Yourself campaign?
When it comes to coffee, everyone has different criteria for what goes into their "perfect cup." The primary meaning of his commercial work is always likely to be one of pro-consumption — buy this product. Fairey …
Heidegger describes Phenomenology as “the process of … According to its website, the Obey clothing line is a challenge to youth to "take heed of the propagandists out to bend the world to their agendas." If you didn't know (sorry), we've been locked down for over 200 days now, and chances are, you are ready for it to be OVER.
His murals, post ups and other work might empower the disenfranchised and undermine the status quo. Because OBEY has no actual meaning, the various reactions and interpretations of those who view it reflect their personality and the nature of their sensibilities. Fairey’s work doing advertising for Saks, a luxury department store, is almost the inverse of this process. Chai has been synonymous with home since I can remember — any South Asian person will relate to that sentiment. While his intention was not to create the conversation I overheard, I do think it's meant to get people to start talking. Fairey’s HOPE campaign posters for Barack Obama in 2008 have become one of the most recognizable political posters of the millennia, and arguably, of all time.
Now 45, Fairey's OBEY Clothing company sells hundreds of products that are geared towards sparking a conversation among youth.
The famous Obey logo was created in 1989 while Fairey was still at school; then it was called André the Giant Has a Posse (after the famous French wrestler and actor Andre Roussimoff – known as Andre The Giant), and has been re-imagined by a network of collaborators replicating his original work, which he was only intending to gain fame among his classmates and college peers.
Indeed, Fairey is publicly critical of the process of “conspicuous consumption,” and sees his entire body of work as a holistic call to “Question everything”. In theory, Fairey wanted to spark a counterculture movement "rooted in the Do It Yourself" ideals. And if I have any words of advice for my fellow friends who own some of his clothing, do some research. This anti-war piece sold for $65,000 at Sotheby’s New York.
There is a long history of artists using their work to undermine the power of the establishment: from the 16th-century Baroque artist Artemisia Gentileschi, who explosively depicted female subjects taking bloody revenge on patriarchy; to Joseph Beuys’ famous espousal of the revolutionary potential of art which is latent in all of us; to graffiti and street art which developed in the last decades of the 20th century, which started out as inherently subversive in their form — the artists had to literally break the law when making their pieces on public and private property. Obey, Fairey’s clothing line, grew from his ideals, and art and design. As The New Yorker’s art critic, Peter Schjeldahl, said as he called the poster “the most efficacious American political illustration since ‘Uncle Sam Wants You’“. AKA Andre the Giant Has a Posse. On top of all of this, he has also been accepted as a fine artist, with a debut show at the ICA, and galleries and museums such as The National Portrait Gallery and LACMA, the Victoria and Albert Museum collecting his works. It’s not easy, not least because he seems to be such a contradiction. The act of appropriation only becomes truly problematic when the appropriator is doing so from an empowered subject position.
So what is Fairey attempting to injure? Shepard Fairey is known for his iconography inspired by communist propaganda, and his Obey Clothing imagery from John Carpenter’s film, They Live. The problem for Fairey is that his work derives its power and meaning from the revolutionary symbolism it employs.
His most common choice of palette — striking reds and black and white — seems to be intentionally referencing radical left wing ideologies from communism to anarchism. Fairey’s work for big brands could be seen as him being co-opted into the hegemonic culture and in fact becoming an agent of the status quo.
If an anti-establishment group, like Dead Prez did a Coke advert, it would be so much more problematic, because their music’s meaning and power come from sedition. The central message, as with many of his creations, is peace.
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