CultureLabel

Celebrity endorsement has taken a grotesque turn - news reaches us that licensing company Greenlight has been appointed to handle the rights for music legend Johnny Cash and his wife June Carter Cash. The strategy: to posthumously re-establish them as the “original Brangelina”, we kid you not.

The more high-culture the figure, the more desirable they are to brands who are now vying to associate their products with prominent artistic figures to leverage to their cultural currency.

The name Warhol is saturated with cultural clout and possesses astronomical marketing value. The fashion industry in particular has embraced the artist’s design, with companies such as Levi Strauss, Pepe Jeans and Diane von Furstenberg adapting Warhol images into their own ranges and it doesn’t stop there. Burton Snowboards has its own Warhol inspired range, there is a Warhol homeware collection and last Christmas Nuit Blanche launched a range of Andy Warhol chocolates and biscuits for Europe. Represented by Beanstalk licensing group, the Warhol brand has become increasingly prominent for consumers and there are currently plans to secure licenses in the children’s apparel, vodka and eyewear sectors.

Consumer demand is greater than ever before for products that reflect the passions and trends of the consumer. Licensed products allow buyers to express themselves creatively, with the class and provocative style for which Andy Warhol is known whilst also upholding the legacy of one of the worlds most respected artists.