MMK Museum für Moderne Kunst

Not In Fashion

25 Sep 2010 - 09 Jan 2011

Helen, Purple, 1993©
Fashion and Photography in the 1990s
25 September 2010 - 9 January 2011

“Fashion is defined as the art of the perfect moment, the now on the threshold to the immediate future. Fashion, by appearing and lending the moment its valid shape, is already part of the yesterday, the old, the past.”Barbara Vinken, 1993With its wide-ranging show on “Not In Fashion - Fashion and Photography in the 90s”, which will run from Sept. 25, 2010 to Jan. 9, 2011, the MMK is casting a glance at decade of fashion photography. The exhibits will be very diverse and will highlight just how strongly during this period the realms of fashion design, photography and the visual arts permeated and reciprocally influenced one another. There were countless interfaces and fusions such that the dividing lines between these disciplines became very obscured. The starting point for this creative collaboration was the shared joie de vivre of the generation of 20-30-year-olds back then: New music styles, parties, and demonstrative individuality and libertarianism were celebrated. Their goal: to distinguish themselves from the established art, fashion and design worlds of the day and create their own countervailing project. The 1990s were a decade of individualism and self-defined style. In fashion and photography the focus was on finding personal forms and visual idioms to express that new feeling for life. Artists and fashion photographers who have their roots in the 1990s have been invited to stage key rooms in the MMK. Among others, Mark Borthwick, Corinne Day, Collier Schorr and Wolfgang Tillmans will draw on works of that time and present them in a new way in a contemporary museum context. The exhibition will focus in particular on presenting wide-ranging historical documentation on the fashion scene of the 1990s, in this way offering a strong impression of the creative output of the period. The exhibits will include reproductions of famous photo spreads and innovative ad campaigns, devised among others by Jürgen Teller, Helmut Lang, Inez van Lamsweerde and Yohji Yamamoto. There will also be a great selection of original fashion magazines ready to be viewed. In order to emphasize the transient nature of fashion, its immersion in the here and now, the MMK is developing a very diverse program of events that will run parallel to the exhibition. Designers such as BLESS, Walter von Beirendonck and Kostas Murkudis will host fashion shows. Helmut Lang will create a large scale site specific installation and Italian artist Vanessa Beecroft will hold one of her famed “VB Performances” specially for the exhibition opening on Sept. 24, 2010. For the very first time, a museum of contemporary art will be showing on a wide scale and in the context of art history just how radical and innovative the avant-garde thrust of the 1990s designers, artists and photographers was. Moreover, the exhibition will highlight the way the different disciplines cross-fertilized and essentially shaped the style of a decade characterized by profound social change.

Tags: Vanessa Beecroft, FAMED, Collier Schorr, Wolfgang Tillmans