In Look Mickey, he has the idea surprising for his time to reuse the dots of the original printed image that form after expansion the texture of his own painting. This work also introduces the phylactery into major art.
For advertising, he proceeds differently. Since the previous year, the fashion of wearing sneakers has spread throughout the USA. These canvas shoes with rubber soles become both an object of consumerism of great popularity and a symbol of the evolution of the American society towards a less severe world.
The oil and graphite on canvas titled Keds, 122 x 87 cm, displays a pair of sneakers including in the foreground the abstract drawing under a sole. The shoes are put on a bright yellow surface framed by a dazzling zigzag. When Lichtenstein brings Keds to Castelli, Pop Art is born.
Soon Warhol tries a similar inspiration. In the beginning his relationship with advertising is more ambiguous. Lichtenstein removes the brand, and for making Keds he had even reused an announcement from a competing product. Another characteristic anticipates the divergent careers of the two founders of Pop Art: in Look Mickey as in Keds, Lichtenstein creates an art of total optimism.
Keds is for sale by Christie's on November 12 in New York, lot 32. I invite you to play the video shared by Christie's.