The Kith shoe campaign, intended to celebrate the 60th anniversary of the X-Men franchise, has gained widespread attention due to its perceived resemblance to the iconic candy artwork created by Felix Gonzalez-Torres. This marketing initiative, which was unveiled in July, features an image of shoes stacked in a corner – a presentation style reminiscent of Gonzalez-Torres's well-known candy installations.
Felix Gonzalez-Torres is renowned for his artwork that often addresses themes related to AIDS and mortality. One of his notable works, "Untitled" (Portrait of Ross in L.A.), created in 1991, involves arranging wrapped candies to match a specific weight that symbolically represents an average male's body weight. This piece serves as a tribute to the artist's partner, Ross Laycock, who passed away due to AIDS-related complications in the same year the artwork was crafted.
Elizabeth Goodspeed, a designer and writer, pointed out the similarities between Kith's campaign and Gonzalez-Torres's candy pieces, suggesting that the campaign inadvertently referenced the poignant themes of AIDS and loss associated with the artist's work. Goodspeed's social media post addressing this resemblance garnered significant attention and engagement.
Although the Kith campaign's collaboration with Marvel and ASICS was intended to honor X-Men characters through seven distinct versions of the GEL-LYTE III shoe, the campaign did not explicitly acknowledge its inspiration from Gonzalez-Torres's creations. This lack of acknowledgment led to criticism, with accusations of oversight and a lack of awareness regarding the historical and emotional context of the referenced artwork.
The controversy has sparked discussions about the importance of understanding and respecting the cultural and emotional significance of artistic references. While some argue that the similarities might have been unintentional, others stress the significance of recognizing and properly attributing influences, especially when dealing with sensitive themes like those present in Gonzalez-Torres's artwork. This incident highlights the potential complexities of incorporating artistic inspiration into commercial campaigns and the responsibility to handle such references thoughtfully and ethically.
Jean Dubreil