The Phenomenon of “Girls”: How a Commercial Photographer Crashed the Art World

The Intriguing Journey of an Obscure Commercial Photographer

In the vast realm of photography, where the most valuable and iconic images are often associated with renowned artists and historical events, it is intriguing to consider how an otherwise obscure commercial photographer managed to crash the party. This photographer, who spent the majority of his career capturing celebrities and politicians for popular magazines, found himself amidst some of the most famous artists in the world. The answer lies in a single image: “Girls.” This brassy and joyful photograph combines glamour, urban grit, and a touch of “Mad Men” nostalgia. It captures a vanishing New York City and exudes an irresistible charm that has captivated viewers. But what truly distinguishes this photograph is not just its aesthetic appeal, but the unique sales strategy that transformed it into a phenomenon.

The Allure of “Girls”

The image of “Girls” has an undeniable allure that draws viewers in. Etheleen Staley, co-founder of Staley-Wise gallery in SoHo, describes how visitors to the gallery are immediately captivated by the photograph. It exudes a sense of nostalgia, as if the women in the image are about to burst into song. The building in the background represents a vanishing piece of New York City’s history, adding to the photograph’s charm. Despite the existence of multiple copies of the image, collectors are willing to pay a significant amount for it, disregarding the fact that there are numerous versions available.

The Secret of Supply

To understand the success of “Girls,” it is crucial to recognize the robust supply of the photograph. Starting around 2010 and continuing until his death in 2019, the photographer, Gigli, produced, printed, and signed hundreds of copies of “Girls” in various sizes and on different photographic papers. This extensive production was orchestrated by Gigli’s son, Ogden, who now manages his father’s estate. Ogden Gigli, a photographer himself, devised a unique sales strategy that transformed the image into a phenomenon. His foresight led him to create a substantial inventory, ensuring that the appeal of “Girls” would endure even after his father’s passing.

A Mastermind’s Vision

Ogden Gigli, speaking from his studio in Pittsfield, Mass., reflects on his instrumental role in the success of “Girls.” He recounts how he assured his father that he could sell whatever editions they produced. Ogden’s belief in the everlasting appeal of the image motivated him to create a vast inventory to meet future demand. His vision paid off, as “Girls” continues to captivate audiences and attract buyers, solidifying its place in the art world.

Conclusion:

The journey of “Girls” from the portfolio of an obscure commercial photographer to a celebrated piece in the art world is a testament to the power of a compelling image and a well-executed sales strategy. The allure of this brassy and nostalgic photograph, combined with the foresight of Gigli’s son, has propelled “Girls” into the realm of valuable and sought-after art. It serves as a reminder that artistic success can emerge from unexpected sources, and that the art world is constantly evolving, embracing new voices and perspectives. The story of “Girls” is a testament to the enduring power of photography and the ability of a single image to transcend its origins and capture the imagination of a global audience.


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