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Kissing sailors

  • Object:


  • Place of origin:

    United States (probably, made)

  • Date:

    ca. 1995 (made)

  • Artist/Maker:

    La Chapelle, David, born 1969 (photographer)
    Jonason, Joakim, born 1956 (creative director)
    Diesel (commissioner)

  • Materials and Techniques:

    Colour offset lithography

  • Credit Line:

    Given by DDB Stockholm

  • Museum number:


  • Gallery location:

    Prints & Drawings Study Room, level F, case EDUC, shelf 17, box A

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.

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.

Place of Origin

United States (probably, made)


ca. 1995 (made)


La Chapelle, David, born 1969 (photographer)
Jonason, Joakim, born 1956 (creative director)
Diesel (commissioner)

Materials and Techniques

Colour offset lithography

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


Height: 34.3 cm, Width: 54 cm

Descriptive line

Poster for Diesel by Joakim Jonason at DDB Stockholm, with photography by David La Chapelle, 1995.


Paper; Ink


Colour offset lithography

Subjects depicted

Appropriation; Submarine; Kissing; Victory; Jeans; War; Celebration; Workwear; Gay; Flags; Submariners; Homoerotic; Sailors


Prints; LGBTQ; Advertising; Posters; Gender and Sexuality


Prints, Drawings & Paintings Collection

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