For its third exhibition, the Espace Louis Vuitton Beijing presents Cowboys, an exhibition dedicated to American artist Richard Prince. This exhibition has been produced in the framework of the Fondation Louis Vuitton’s “Hors-les-murs” program, showcasing previously unseen holdings of the Collection at the Espaces Culturels Louis Vuitton in Tokyo, Munich, Venice and Beijing, thus carrying out the Fondation’s intent to realize international projects and make them accessible to a broader public.
Richard Prince belongs to the generation of American artists who grew up in the 1950s at the time of the explosion of mass media (television, cinema, magazines). He appeared on the international scene during the late 1970s alongside Cindy Sherman, Sherrie Levine and Barbara Kruger, as a major proponent of appropriation art. He deconstructed the mechanisms of representation and communication promoted by American popular culture. In 1977 his practice took a radical turn when he started re-using advertising images, which he photographed and appropriated. Cutting out the text logo, he reframed the images, creating blurred effects and emphasising colour. Working largely in series form, his subjects were models, cowboys and women on motorbikes. One of his most well-known series working in this vein is the Cowboys series, appropriating the advertising campaign images of Marlboro cigarettes.