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Consumerism: Shepard Fairey and Saks Fifth Ave. Unite


Saks Fifth Ave. hires Shepard Fairey to design Spring marketing campaign.

Saks Fifth Ave. hires Shepard Fairey to design Spring marketing campaign.

“Want It!” Well, of course I do. But in these times of economic distress, perhaps “Afford It!?!?” would be a more appropriate slogan. Saks Fifth Ave has hired on Shepard Fairey to design their Spring marketing campaign for adverts and shopping bags. Done in Fairey’s distinct style, reminiscent of Constructivism, an art movement started in the teens thru the 1930’s, the bold graphic lettering is similar to that of Rodchenko, the Russian graphic designer who was one of the founders of Constructivism. The graphic style and simple yet in your face style reminds us of Propaganda poster used during WWII. The New York Times reports Terron E. Schaefer, the senior vice president for marketing at Saks as saying:

“What we do every day, really, is propaganda.”

Which couldn’t be more appropriate. If propaganda is the “dissemination of information aimed at influencing the opinions or behaviors of large numbers of people” then, yes what Saks does everyday is just that and what better way then to sway the people with a bold and eye-grabbing marketing campaign. Some people may think Fairey is selling-out? But really, get yours and get paid. It’s only a sign of the times that large company’s look towards the artists of our generation to gain the support and trust of the young and hip to lure us in to spend our hard earned money. Of course we “Want It!” But hopefully can we “Afford It!?!?”

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See more from the campaign after the jump!

Saks Fifth Ave. hires Shepard Fairey to design Spring marketing campaign.

Saks Fifth Ave. hires Shepard Fairey to design Spring marketing campaign.


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