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The exhibition Cowboys by Richard Prince is part of Hors-le-Murs, the project launched by the Louis Vuitton Foundation in 2015. In the showroom of the prestigious fashion house in Beijing, the works of the American photographer and artist known for the technique of “re-photographing” are on display. Practicing the art form of “appropriating”, Prince, in the series Cowboys, eliminates the writing of ad campaigns and reuses their subjects, framing them and repurposing them as works of art. The figure of the white cowboy conquering the West transcends its mere function as a marketing gimmick and becomes, thanks to the interpretation of Prince, a cultural symbol. The exhibition aspires to capturing the quintessence of the West, and, in particular, the American man - vigorous, healthy and proud. It is a celebration of individualism that allows, at the same time, an ample margin for reflection on the numerous contradictions inherent in this existential approach.