NOT IN FASHION – FASHION AND PHOTOGRAPHY IN THE 90’S
2010-09-20Not In Fashion – Fashion and Photography in the 90s, focuses 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.
In the 1990s, the fashion scene fundamentally reinvented specifically the medium of photography. That decade gave rise to a new generation for whom personal identity, individualism and a self-defined style were of crucial importance. Back then, the joie de vivre of the generation of 20-30 year-old creative minds thrived on music, subculture, intimacy and fashion. A new notion of corporeality was being celebrated in the major capitals of the world, such as London, New York, Tokyo, Berlin and Paris. The protagonists of this era sought to distinguish themselves from the established art and fashion scenes, and develop an alternative, lived counter-culture. They felt that the overly artificial images of prêt-à-porter, haute couture and glossy fashion magazines needed to be overcome and replaced with “real life” pictures instead Youth-Culture. They thus collectively dismissed the notion of the beautiful, and tried to elide gender differences and other social conventions.
Opposite – Helen, Purple, 1993
Exhibition runs from September 25th till January 9th, 2011
MMK Museum für Moderne Kunst
Domstraße 10
60311
Frankfurt
Germany
