5 Artists Who Reinvent The Fashion Campaign Experience
The fashion industry spends over $500 billion per year on advertising. From high-end to low-end, each brand has one ultimate message: Buy. The present reality of consumer culture is quite ambiguous thanks to us (the Internet-loving, curious and connected generation). The obsession of celebrity culture, the structure of social acceptance, and the constant refresh of information is ever-present on fashion advertisements featuring Rihanna, Kendall Jenner and Justin Bieber. This advertisement method has transformed the idea of luxury, the brand experience and has inspired these 5 artists’ visual conversation of originality and ownership. Doug Abraham, KATSU, Kalen Hollomon, Michael De Feo and Richard Prince have reinvented the fashion campaign experience. Expressive authenticity within editorial campaigns is questioned and translated through these individuals’ attention to today’s prominent fashion advertisements. This shared idea is, however, expressed in various artistic ways:
Doug Abraham Doug Abraham, better and widely-known by his Instagram name bessnyc4, is a priest within the Internet-art hemisphere of visceral and visual commentary. With a focus on popular culture and fashion, Abraham re-appropriates brand iconography and fuses it with images of bondage, horror and porn. Take the project he collaborated on for luxury retailer, Barney’s, for their first Instagram look book for Givenchy’s Spring 2016 collection. Abraham used his signature digital collage creating a provocative image of restraint thus altering the reality of commercialism.
A photo posted by Barneys New York (@barneysman) on
Abraham has worked with the likes of Marc Jacobs and created several campaigns for brands such as Adidas and Calvin Klein. With a growing 150,000 followers on Instagram, the artist is quite simple in approach and has an untraditional notion of ownership. “I think all the brands love seeing their imagery manipulated in this way,” he told Dazed & Confused. “I think it’s because they are bored! They want constant visual stimulation and inspiration. It definitely has quickly positioned me as someone they look to make images for fashion. It’s how fashion works, to be considered legit, you have to be put on the radar by people the industry considers legit.”
KATSU Graffiti art meets science with artist KATSU. KATSU shocked us all with his 3D printing crack cocaine and then took it a step further with his virtual reality of defacing the White House. But the artist ventured into a new scale and distance when he vandalized the Houston Street Calvin Klein billboard with a drone containing spray paint. The billboard, featuring model and the internet’s “it girl” Kendall Jenner was so much more than the artists’ canvas; it was a statement of how media intertwines with the desire to consume content and how deep the connection of Internet culture truly is. KATSU has used the drone tool prior to this for an exhibition at The Hole Gallery in New York City. “I think the drone is a fun question about whether artificial intelligence would value the exploration of artistic expression just as much as it would a replication of science,” he told i-D Magazine.
Kalen Hollomon Limitless reality is the name of the game for Kalen Hollomon. The conceptual artists explores human perception and awareness through his mixed media works which include video, collaging and re-imaging. The artist beautifully disrupts the world of the fashion industry through unconventional visuals such as a New York police officer holding a Céline bag or the inception of a fashion campaign into a natural environment like a subway station. In 2014, Vogue commissioned Holloman during Paris Fashion Week to transform the reality of the runway to New York settings for their Instagram profile. With images of Alexander McQueen and Comme Des Garcons, Hollomon photographed models superimposed into the Boardwalk Empire and the Savage garden.
Hollomon juxtaposes moments of luxury, consumerism and culture. His notion goes beyond fashion—it incorporates all realms of existence. View more of his work on his Instagram. For the remaining two artist, please visit Visionaire.
This post, originally published on Visionaireworld is brought to you by Dairia Kymber, Master of Arts candidate in Fashion Journalism, Academy of Art University.