Andy Warhol Chanel No.5

Note: In reality, each Chanel image is separate, not formatted in a grid

Andy Warhol is known for appropriating recognizable imagery from consumer culture and mass media, and one of his most famous works is Campbell's Soup Cans. According to MoMA, Campbell's Soup Cans mimics “the repetition and uniformity of advertising by carefully reproducing the same image across each individual canvas.” The only difference is that each one represents a different flavor. He has made other work based on mass-produced consumer goods as well, such as everyday objects like brillo pads and Coca-Cola bottles.

During the 1980s, using his signature silkscreen technique, Andy Warhol created a specific series of works focusing on commercial advertising. One of which was Chanel No. 5 perfume. Other subjects in his Ads portfolio included Mobilgas, Paramount, Volkswagen, and Apple Macintosh, among others.

For many, Chanel perfume is not an everyday object, and as a prominent luxury brand, Chanel's products have a level of exclusivity to them. Warhol's Chanel design takes a look into consumer captivation with luxury goods and the relation to conceptions of status. Chanel as a brand can be linked to ideas of sophistication and elegance. Consequently, it is often considered very desirable, prestigious, and sought-after. Design in advertising and branding can influence products as symbols of class difference.

In 1997, Chanel began to use Warhol's design in their ad campaigns. A large image was used for bus stops along the Champs Elysee, and smaller sizes were given to customers who purchased solely the perfume in department stores. Postcards were also sent with a sample amount of perfume attached.

It is interesting how a design work that may raise questions about the allure of consumer goods would eventually be used for publicity in advertising for the product.