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If you’ve ever wanted to own a Lichtenstein, but can’t afford the multi-million dollar price tag, there is a more affordable and wearable option hitting the market today. In collaboration with the Whitney Museum of American Art, whose highly anticipated exhibition “Roy Lichtenstein: Like New” opens for previews tomorrow, and the artist’s estate, Gap is launching an exclusive retail collection based on the Pop artist’s iconic works.
As Roy Lichtenstein was hitting his stride as an artist and leading figure in the American Pop art movement of the 1960s, Gap was establishing itself as a clothing brand that would later become synonymous with casual American style and culture. This collaboration brings the two together, drawing from Roy Lichtenstein’s iconic visual language across four decades of work.
The 18-piece limited-edition collection reimagines Lichtenstein’s oeuvre in a variety of such classic Gap pieces as hoodies, sweatshirts, button-downs, T-shirts, and accessories that offer a new way to engage the artist’s work and legacy beyond the museum.
“At the Whitney, we’re passionate about using retail to bring conversations from our galleries beyond the Museum’s walls. Thanks to Gap’s broad reach and global audience, the legacy of Lichtenstein will be exposed to millions of people in new and exciting ways. This artist’s practice is deeply connected to popular culture and the process of reproduction,” Jack Sachs, director of retail & licensing at the Whitney, told ARTnews.
A collaborative effort between Gap, the Estate of Roy Lichtenstein, and the Whitney Museum of American Art, the new collection hits select Gap stores, its website, the Whitney Museum store, and the museum website today, ahead of the exhibition “Roy Lichtenstein: Like New,” which opens to the public on October 11.
Curated by Meg Onli and artist Alex Da Corte, the show has been coined “a once-in-a-generation opportunity” to see some 130 works by Lichtenstein spanning six decades. It is expected to bring together his most iconic artworks, while inviting a fresh perspective on the artist’s explorations of mass media, image circulation, duplication, and popular culture.
This is not the first time Lichtenstein’s work has been turned into fashion, with previous collaborations including Supreme in 2006 and later Trasher, Tom Ford, Vivienne Westwood, Adidas, Moschino, Converse, and Barneys New York and the Art Production Fund in 2013, among others.