The Playboy bunny logo in the vivid style of pop artist Andy Warhol is a perfect example of the power of branding. And it can be yours.
In March, Los Angeles auction house Julien’s Auctions, nicknamed “Auction House to the Stars”, will be selling the aptly titled Playboy Bunny, a 1985 silk screen print by Warhol, as well as about 1,000 other artefacts from three collections: the Playboy archives; Hugh Hefner’s personal heirlooms and the estate of Marilyn Monroe.
Some of the highlights are being shown at Hong Kong’s Fringe Club and will shed light on how the legacies of two figures of 20th century America popular culture are forever linked.
Both born in 1926, Monroe and Hefner gained global fame, when she appeared in Hefner’s inaugural 1953 issue of Playboy, the cover image and centrefold launching the blonde bombshell’s career and helping Hefner transform Playboy into a global brand.
Andy Warhol’s Playboy bunny will go under the hammer at auction in the United States in March, and is part of the “Icons: Playboy, Hugh Hefner and Marilyn Monroe” exhibition of sale lots in Hong Kong. Photo: Julien’s Auctions
Even in death the pair remain close: Hefner was buried next to the Hollywood starlet – Monroe died of a drug overdose in 1962 aged 36 – after his death, in 2017, aged 91.
The exhibition is also an introduction to the privately held auction house, founded in 2003, which is far removed from the stiff upper lips often associated with its more traditional peers.
“We bring the stars to life through our one-of-a-kind auctions,” says Julien’s Auctions’ co-founder and executive director Martin Nolan. “We collaborate with the famous and the exclusive, hosting high-profile auctions in the film, music, art and sports markets,” Nolan says.
The company has handled sales of artefacts from other notable estates, including those of John Lennon, Lady Gaga, Banksy, Cher, Michael Jackson, U2, Elvis Presley and Frank Sinatra.
In 2009, it sold Michael Jackson’s famous white glove for US$480,000, Monroe’s “Happy Birthday, Mr President” dress for US$4.8 million in 2016 and Kurt Cobain’s MTV Unplugged 1959 Martin D-18E acoustic-electric guitar for US$6 million in 2020.
Personal effects of Playboy founder Hugh Hefner (above) are going up for auction in March. Photo: Playboy Enterprises
Last month, Julien’s made headlines following the sale of a gown worn by Princess Diana for US$1.15 million, 11 times its estimated price, setting a record as the most expensive dress worn by the princess ever sold at auction.
“Through these rare memorabilia and iconic artefacts, collectors can immerse themselves in the sophistication, provocativeness and trendsetting elegance of an extraordinary era and own a piece of history that continues to shape our modern world,” Nolan says.
While it comes as no surprise that Julien’s Auctions is based in glitzy Beverly Hills, home to many Hollywood stars, Nolan says the Asia market is vital.
Julien’s Auctions’ co-founder and executive director Martin Nolan holds Kurt Cobain’s Martin D-18E guitar from Nirvana’s MTV unplugged performance. The auction house sold the guitar for US$6 million. Photo: Julien’s Auctions
“Julien’s has built a strong client base in Asia through exhibitions in Tokyo, Beijing, Shanghai, Tianjin, Harbin and Macau,” he says, adding that he hopes the exhibition in Hong Kong will generate excitement among collectors in the region.
“Marilyn Monroe and Playboy are both widely recognised in Asia, and we are thrilled to showcase some of the highlights from our coming auction.”
“Icons: Playboy, Hugh Hefner and Marilyn Monroe”, from January 27 to February 1, at Anita Chan Lai-ling Gallery, Fringe Club, 2 Lower Albert Road, Central.
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