Image of Gallery in South Kensington
On display at V&A South Kensington
Request to view at the Prints & Drawings Study Room, level F , Case EDUC, Shelf 17, Box A

Kissing sailors

Poster
ca. 1995 (made)
Artist/Maker
Place Of Origin

This poster takes as its central image a photograph entitled Victory! (1945), showing celebrations as the crew of an American submarine (powered by diesel engines) returned triumphant at the end of active service in the Second World War. An image of two sailors kissing is superimposed in the foreground. The clothing company Diesel appropriates such 'found' imagery to promote their jeans and workwear to its target youth audience, and to position the company in a culture of growing political and social awareness.


object details
Categories
Object Type
Materials and Techniques
Colour offset lithography
Brief Description
Poster for Diesel by Joakim Jonason at DDB Stockholm, with photography by David La Chapelle, 1995.
Physical Description
The poster's design features a black and white photograph which depicts the celebration of sailors coming into harbour. The photograph has a mock-vintage look with a facsimile date of 1945, indicating at first glance that the image relates to the traditional views marking the end of World War II. A closer look reveals the image of kissing sailors. The design was part of the "For Successful Living" campaign by Italian clothing company Diesel.
Dimensions
  • Height: 34.3cm
  • Width: 54cm
Marks and Inscriptions
  • 'Number 35 / in a series of Diesel "How to..." Guides to / Successful Living / for PEOPLE interested in general HEALTH and mental POWER / for more information: call U.S. Diesel Team / (212)575-8222' (Inscription; decoration; English; lower right corner)
  • 'Diesel - Only - the -Brave - Diesel' (Stamp; English; lower right corner)
Credit line
Given by DDB Stockholm
Subjects depicted
Summary
This poster takes as its central image a photograph entitled Victory! (1945), showing celebrations as the crew of an American submarine (powered by diesel engines) returned triumphant at the end of active service in the Second World War. An image of two sailors kissing is superimposed in the foreground. The clothing company Diesel appropriates such 'found' imagery to promote their jeans and workwear to its target youth audience, and to position the company in a culture of growing political and social awareness.
Collection
Accession Number
E.37-2002

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record createdFebruary 11, 2004
Record URL