The Blue Cowboys, 1999


Richard Prince

© Richard Prince / Philippe Parreno - Fondation Louis Vuitton / Marc Domage

"The Blue Cowboys" (1999) is a series of four “re-photographed” magazine adverts for Marlboro cigarettes.

Depicted alone or in a group, the cowboy is seen at a distance, merging with the immense landscape of the American West, accentuated by the very wide shot and horizontal format of the photo. A symbol of freedom and individualism, the cowboy is also the model for the solitary, virile hero. Richard Prince explains: “By making a sort of ‘double’ (or ghost) it becomes possible to represent the imagination of the imaginery of the photograph or original image."

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