The Instagram artist Hey Reilly has partnered with Spanish brand Bimba Y Lola on the Spanish fashion brand’s latest campaign, for its Olympia bumbag and backpack collection.
Hey Reilly has interpreted the new Olympia bags from the Bimba Y Lola spring summer 2019 collection with a production of ironic and humorous images. Peaches, peppers and curvaceous tree trunks star prominently. Also to make a guest appearance are female protagonists of some of the most famous works of art history, including Mona Lisa. The images are complemented by graphics that break up, distort and reinvent the brand logo.
“The brand liked a strand of my work on Instagram, where I play off images of classic beauty in sculpture and art,” the artist commented to Dazes and Confused Magazine. “The wordplay on the BIMBA Y LOLA/BUMBA Y BAGA came through jokes with my team, which I was really pleased they decided to include, as it gives the images an instant cheeky (pun intended) hit, while supporting and extending the brand recognition in a playful memorable way.”
Reilly went on to comment “I most enjoy making work that combines a jolt of recognition, a hit of joy, and a lightness of spirit,” he says. “Humour is an undervalued theme in all the arts. But, I just try to bring my creative experience to any project, and I suppose I’m a happy-go-lucky kinda person!”
This is not the first time the artist has worked with a fashion brand. Since starting his account in 2017, the artist has collaborated with the likes of Fendi and Marc Jacobs.
You can view the full collection and campaign collaboration here. Bags are available to pre-order on the Bimba Y Lola website now. Prices are in the 200 euro range.
You can view more of Hey Reilly’s work here.
Text by Peigi Mackillop
All images via Bimba Y Lola.