23 June 2016

How to create a self-made role model; seen at Caroline Heider's art work at the preview of the art fair Vienna Contemporary

From 22 to 25 September, the annual art fair 'Vienna Contemporary' will be held at Marx Halle. This year's exhibitor list contains around 100 galleries from ca. 20 countries from all over the world which will present established and young artists from various disciplines. Selected galleries preview already some of the artists whose works will be shown in September. Fashionoffice looked through the photo stream and found one picture of a folded vintage fashion photo. The art work by Caroline Heider (born 1978 in Munich, lives in Vienna, represented by the Viennese gallery unttld contemporary) evokes at the first sight associations with fashion magazine photography and disturbed (the fold) identification with (role) models. On Caroline Heider's website (text 'Along the lines'), her work is explained as - expressed in simple words - quasi exercise tool for the training of self-identification by completing the image's fold away parts with the own imagination of a depicted woman. This way the viewer is set into an active interrelation with the fashion image and its communication of a role model - which is now partly the reflection of the viewer's self - an individually customized self-made role model!

fig. (provided by Vienna Contemporary):
Caroline Heider, WW-204170 (Schlepp), 2016 © Courtesy of unttld contemporary
unttld contemporary
Caroline Heider
WW-204170 (Schlepp), 2016
Pigment print on ricepaper, folded
130 x 93 cm
© Courtesy of unttld contemporary, Vienna, Austria

more culture>