D.Y.O. + Eltono, Torino, Italy, 01/2009

Giorgio Armani always hated graffiti writers: in 2006, he already declared that they should be closed in jail, bacause they always dirten his storefront in Milano, and they are criminals (obviously writers immediately stroke back with a big tag “Giorgio do you like graffiti?” on his 26 meters billboard in the center of Milano).
His position seems a little bit dumb, provided that most fashion stylist work everyday with graffiti artists: like Louis Vuitton, for instance.

Now, what happened is that the parisian street artist Zevs (Christophe Schwarz) painted one of his famous liquidated logos (a Chanel one) on the Armani’s boutique in Honk Kong. Giorgio Armani asks for a 600.000€ refund.
Hong Kong police got Zevs’ passport and he cannot leave the country. His father is in Milano (!) trying to speak to Giorgio Armani’s lawyers (oh daddy, they caught me in a 600k euros bombing action, could you save me?). Zevs wasn’t obviously able to attend to his HK’s exhibition.

As funny and gay the situation sounds, there is no doubt that (1) Zevs art is mostly well-thought and surely worth supporting, (2) Giorgio Armani is *really* asking for a surreal and exaggerate compensation and (3) this whole issue is totally hypocrite.
Because fashion always used (and abused) street art when they needed it, and they should bare its obvious downside (plain vandalism). Because a Zevs’ piece is worth some respect (in the street) and money (in the gallery).
But, most of all, because you CANNOT put a 26 meters advertising in the center of the city, and then complain about an artist’ illegal installation. It’s not about legality-illegality: it’s about competing on visual spam.

A lot of people (Sole24Ore – South China Morning Post – GlobArtMag – Corriere) is talking about it. Bad advertising for Armani, that confirms being a fascist brand.