Richard Prince


Richard Prince (b. 1949) is one of the most innovative and influential American artists. Whether you associate him with The Pictures Generation, postmodernism, or appropriation art, his contribution is undeniable.  

Prince has worked in a variety of formats, yet each of his series shares a similar approach: extract an element from the American visual culture, elevate and expose it. 

Whether the source image is from a cover of a pulp fiction novel, macho Cowboys in Marlboro ads, or supermodel selfies from social media, Prince subverts the vernacular of pop culture imagery. 

In the mid-1970s Richard Prince was working for Life Inc. in the tear-sheet department where he clipped articles from magazines. What remained from these deconstructed magazines were advertisements featuring products and people designed to influence American shoppers. 

In 1977 Prince established a new, innovative approach to photography, which he would later dub "rephotography". In this method, he removed all surrounding text that would contextualize the image as an ad. As photography was still considered a commercial medium in this era, Prince both subverted and celebrated this bias. 

Ultimately, Prince's portrayals were a copy (his photograph) of a copy (the advertisement) of a myth. While rephotographing, Prince used blurring, enlarging, and cropping to enhance the images' artificiality or aesthetic merits.  

‚ÄúUntitled (Label)‚ÄĚ reinforces and critiques the¬†imagery¬†used in this luxury advertisement (for a fancy liquor).¬†Prince¬†confronts questions of mass consumerism, reality vs. fiction in advertising, and the design aesthetics of promoting alcohol. "

Prince provocatively points to both the artifice and artistry of this image appropriating it. The gold bars seem real, while the matching logo seems to hover magically. The advertising motif is fetishized while also exposing the cultural mechanisms and absurdity behind the promoted myth of this liquor. 

As for the beverage itself, "VO", which stands for "Very Own", is the name of a Canadian whisky created by Seagrams in 1912. 

This work was included in a 1993 portfolio by October Magazine alongside works by Cindy Sherman, Laurie Simmons, and more.

Questions about this piece? Contact us or call 1.416.704.1720

"Untitled" ("Label") 

USA, 1977

Ektacolor photograph

Signed, numbered and dated 

Edition of 30

9"H 13.25"W (work)

17'H 20.5"W (framed)

Excellent Condition.

- Where does the inventory ship from?
Our inventory is divided between New York and Toronto. 

- Where do you ship to?
We can ship anywhere. Typically when we ship within North America we prefer to use FedEx or DHL. To Europe, Asia and beyond we generally use DHL. 

- How much does it cost to ship?
For shipments within North America, we typically charge a flat rate fee. Many items on our site will list the rate. For shipping outside of North America, we can easily provide a quote and will look for the most efficient and economical option.

Most of the items on our site can be easily shipped internationally.

Occasionally we will recommend that an artwork be removed from its frame for shipping. Larger framed works are typically framed with plexiglass. We export over 80% of what we sell, so we are comfortable shipping anywhere. 

- Are there additional taxes or fees?
When a work is valued above $2,500 usd there is a possibility of tax of 0.35%, but this is applied sporadically. There can similarly be an additional fee for customs brokerage and this can range from $20 - $65. US Taxes, duties and customs brokerage are not included in our flat rate shipping. However most of our shipments to the US enter without any additional fees. 

- Do you provide a certificate of authenticity?
Yes, we guarantee everything we sell. We can provide both a digital and printed version of our certificate of authenticity. 

What is your return policy?
- Caviar20 wants you to be 100% satisfied with your purchase. We have a 7 day no-questions full refund return policy for your purchase. Shipping charges are non-refundable. Return shipping is the responsibility of the customer. After 8 days returns are given a credit note. There is no expiration for our credit notes.

- What payment methods do you accept?

If purchasing directly online, Caviar20 accepts all major credit cards as well as Paypal. If invoiced, Caviar20 accepts all major credit cards on regularly priced merchandise. 

Discounted material must be paid by wire transfer, or with Paypal (if funds are sent as 'friends and family'). There is a 3.5% administration fee for credit cards on discounted material. 

Caviar20 does not accept personal checks or Zelle. 

Canadian clients are welcomed and encouraged to pay with interac.
Please contact us directly at if interested in paying with a cryptocurrency (Bitcoin, Ethereum).


You may also like