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Getty Research Institute collection of materials relating to Robert Heinecken's...wore khakis project, 1994-2000

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Heinecken (Robert) materials, Getty Research Institute collection
Series III. Publisher's proof for Robert Heinecken's ...wore khakis (Accession number 2017.M.32), 1999 1.1 Linear Feet (1 box)
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In the publisher's proof for his artists book, ...wore khakis, Robert Heinecken dissects, with the deft precision of his X-acto knife, the narrative proffered in the GAP's 1990s advertising campaign featuring vintage photographs of celebrities wearing khaki pants and bearing the slogan "[famous name] wore khakis." By cutting through 28 of the advertisements and binding them together to reveal numerous layers of famous people wearing khakis, Heinecken twists the ad campaign's implied intimacy between celebrity and consumer: the viewer no longer simply shares a connective moment with, for example, a seated and cross-legged Allen Ginsberg, since Ginsberg's torso has been spliced away to create the appearance that Jack Kerouac, whose image is on the following page, is sitting in his lap. But flip back a page, and Kerouac now seems almost to be crouching beside the piano at which a laughing Bobby Short sits. Within these layered relationships, the viewer is left to reconsider one's real and suggested connections to both the individual celebrities depicted, and to a vast, uniformly khaki-clad population. In the final, uncut illustration, Heineken himself stands next to an airplane in his khaki Marine fighter pilot jumpsuit, at once including himself in this population, while simultaneously reminding the viewer of the military origins of khakis.
Although all or part of a celebrity's name remains in the images, in an additional humorous twist Heinecken mixes up the names of the celebrities appearing in the original ads to create "new" celebrities, whose names he writes on the blank pages opposite their likenesses. Thus, the portrait of Pablo Picasso seated in his studio, where the cutout makes him appear to be holding a small standing Amelia Earhart in his hands, is paired with the text: Andy McQueen wore khakis. Indeed, in the last image Heineken has renamed himself Raoul Heinecken.
Following the final cutout (Miles Davis) are three pages of printed text including David Pagel's essay "The Gaps in the Ads: Robert Heinecken's Sabotaged GAP Ads" and Heinecken's bibliography.
White archival mat board covers with the title printed in black, and a black spiral binding. Ink inscription on title page: #2 of 3 Publisher's [Print (with strike-through)] Proof 1999.
Arrangement
In original order.
Acquisition information
Acquired in 2017.
Preferred Citation
Publisher's proof for Robert Heinecken's ...wore khakis, 1999, The Getty Research Institute, Los Angeles, Accession no. 2017.M.32.
box
2017.M.32.bx1 Publisher's proof for Robert Heinecken's ...wore khakis


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