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The holiday aisles of Target are stuffed with cheap Day of the Dead crafts during October. Indeed, for those who hold the holiday sacred, it’s jarring to see the extent to which it’s now mass-marketed. Coronavirus: New Mexico health officials say new COVID variant could be 18 times more infectious.
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When he moved to Minneapolis in the late 1990s, Fitch created the promotional art for a Latino gallery's Día de Los Muertos festival, which became an annual practice. But early on, he became fascinated by its visuals, studying books about its iconography.Įach place he moved, he "connected with his culture," which in Columbus, Ohio, meant hanging out at the Mexican restaurant and, eventually, rebranding its visuals. It's a lesson that would come in handy years later.įitch didn't grow up celebrating Día de los Muertos in Tijuana, a cosmopolitan city so close to the United States that Halloween crept in. "Each needed to be different," Fitch said, "but all of them had to look like family." That class required a set of four stamps. He remembered Pasadena, where he'd designed a stamp for a class assignment at the Art Center College of Design. He remembered San Diego, where he grabbed a brochure at the post office and pitched a stamp that got rejected. He remembered Tijuana, where he was - by far - the youngest member of a Saturday morning stamp club. "All these memories came back to me," Fitch said. He'd been inspired by a recent conference where an artist mentioned creating a stamp. The day before, Fitch had written down the things he'd like to accomplish during the year. "I didn't know what he would do," Alcalá said, "but I knew the flavor of what he might create."Īt first, Fitch, 56, was convinced that Alcalá's phone call, which came on his birthday in October 2018, was a prank. When the USPS decided to make a Día de los Muertos stamp, Fitch's bright, graphic style came to mind. "So it needed to be something that was not going to feel too challenging for people in other parts of the country who might not at all be familiar.Īlcalá first spotted Fitch's prints at the National Museum of Mexican Art in Chicago, snapping iPhone photos of them. "The Postal Service has never issued a Day of the Dead stamp before," said Antonio Alcalá, an art director for the USPS. 1-2, the living welcome back the souls of those who have died. It marks a major moment for Fitch, whose Día de los Muertos work is now being embraced by brands as big as Target.ĭuring the holiday, generally observed Nov. 30, depicts a family of sugar skulls surrounded by marigolds and candles.
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The vibrant series of four Forever stamps, issued Sept.
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Postal Service's first stamps celebrating Día de los Muertos, or Day of the Dead - the centuries old Mexican tradition that has gained international popularity thanks partly to the 2017 Disney/Pixar movie "Coco." Now, decades later, he has.įitch has created the U.S. One day, Fitch promised himself, he'd design a stamp. The design, the details, the layers of color. "Through my loupe, it was a whole different world," said Fitch, an artist, designer and founder of the Minneapolis branding agency Uno.
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As a middle-school kid in Tijuana, Mexico, Luis Fitch collected postage stamps from neighbors, steaming them off envelopes and inspecting them under a magnifying loupe.