Zoff
Hearing that eyewear brand “Zoff” was planning a collaboration with The Andy Warhol Foundation for the Visual Arts, we visited the press preview.
The venue was decked out in the world of Andy Warhol and bustling with glamorous models and media.
The Three Lines of “I’M ANDY WARHOL”
“I’M ANDY WARHOL” consists of three lines, each drawing on designs referenced from Warhol’s past works. As the title suggests, wearing these glasses is meant to make you “become like Andy Warhol.” The products went on sale on September 14, 2018 (with the Silkscreen line launching on September 28).
[1] “I’M ANDY WARHOL” ~Self-Portrait~ (¥7,560) 2 shapes, 16 variations
The first is “Self-Portrait.”
An iconic series inspired by the coloring of Warhol’s self-portraits — Warhol being often called the flagbearer of Pop Art — and by the glasses he himself wore.
Andy Warhol Self-Portrait
Throughout his life, Andy Warhol continually reinvented himself both as an artist and as a cultural icon. From the 1960s through the 1980s, he consistently used his own image as material for his work. Warhol knew that his legacy and his public image were as valuable as the works themselves. Today, Warhol continues to influence and inspire cultures around the world, and his own image remains as iconic and enduring as it was during his lifetime.
The glasses shown below closely resemble those pictured in Andy Warhol’s Wikipedia page. The design is said to have been tailored with Asian faces in mind, yet the resemblance is still striking.
[2] “I’M ANDY WARHOL” ~Silver Factory~ (¥9,720–12,960) 4 shapes, 16 variations
“Silver Factory” is an experimental, futuristic series named after Warhol’s studio, where so many of his works were born.
Andy Warhol Silver Factory
In 1963, Andy Warhol moved into a new studio in New York and called it “The Factory.” At the Silver Factory, famous works were produced one after another, Warhol Superstars were photographed, and his band’s albums were recorded.
For Warhol, silver carried both futuristic and disposable connotations while also being reflective. His art was a mirror of the age, reflected in the mass-media imagery he drew on to confront the life-and-death dimensions of American culture.
[3] “I’M ANDY WARHOL” ~Silkscreen~ (¥8,100) 3 shapes, 15 variations
The last to introduce is “Silkscreen.”
In early 1962, Warhol adopted silkscreen printing — a commercial printing technique that would become the most famous method of his practice. This is a sunglasses series that takes his iconic silkscreen artworks as its motif.
The Silkscreen series seemed to be the biggest hit with the women at the event. Being sunglasses, they should be great for off-days when you want a change from the everyday.
Andy Warhol Silkscreen
“Silkscreen really was an accident,” Warhol said. “The first one was a silkscreen made from a drawing. Then someone said, why not use a photograph?” With silkscreen he could reproduce the same image again and again, with small unpredictable variations. “It was so simple — quick and chancy. I was thrilled.” Warhol explored this process as a way to reproduce photographs efficiently and in a neutral, pure form. The assembly-line nature of the process also inspired the name The Factory.
All Zoff eyewear prices include standard lenses. *Thin aspheric lenses and other options require an additional charge.
The price also covers adjustments for myopia or hyperopia within the standard range, which is quite reasonable.
Wrap-Up
This is reportedly Zoff’s first-ever contemporary-art collaboration. Every piece is beautifully designed and cleverly translates the world of Andy Warhol into a contemporary sensibility.
We spoke with a Zoff executive at the venue (also an art collector!) and got a sense of the background of this project. See the linked article below.
Though this project with rights-holder The Andy Warhol Foundation reportedly took three years to develop, Zoff’s typical product cycle runs a brief three months. Even accounting for the fast-moving Japanese market, it seems a bit of a shame. Since these will likely disappear from stores quickly, better to grab a pair before they’re gone!
