Fashionplay’s intention with Fashionshop is to make “fashion art” accessible to the general public and to pose the question: what is saleable fashion with regard to function and materiality? What happens when art objects are placed within the context of saleability? Is it easier for viewers to be receptive to such objects when they are presented in the way in which we are used to encountering fashion? And, if they do gain more purchase appeal, do they then lose their artistic identity?

Fashionplay also questions the standardisation that exists within what is known as “the Swedish fashion wonder”, which mainly consists of commercially successful companies in the traditional fashion industry. Is commercialism the only way for fashion to achieve status? Can Swedish fashion retain its vitality without a creative and experimental zone that is free from profit margin demands? Where do new ideas arise and who gives them a chance to be visible and prosper?

From the exhibition at Motala Konsthall

FASHIONSHOP – Motala Konsthall
Hanna Frostell – Den hotfulla härmningen
Marie O´Connor & Purple Rinse –
Ninna Berger – Restructional Clothing
Ulrika Gunnarsdotter – Blekingeväst
Minna Palmqvist – Intimately Social 9.12 – Fill Me In
Kajsa G Eriksson & Fredric Gunve – Regn
Sarah Isaksson – Ett tomrum i mitt minne…
Maja Gunn – Original Samples
Ingela Nilsson – No.3 & No.5
Helena Hertov – Feedee
Infernal Runners – Infernal Runner No 1 (The Sun)
Fashionshop – Vernissage

We also opened Fashionshop here on the website, were you could buy the items that also was exhibited at Arkitekturmuseet and at Motala Konsthall.

Med Fashionshop vill Fashionplay göra modekonsten tillgänglig för allmänheten och väcka frågan, vad som är säljbart mode i fråga om funktion och materialitet. Vad händer när man placerar konstobjekt i en säljbarhetens kontext? Har besökaren lättare att ta till sig dem, när de presenteras på ett sätt som vi är vana vid att möta mode? Och om de blir mer köpattraktiva, förlorar de då sin konstnärliga identitet ?

Fashionplay ifrågasätter också den likriktning som finns inom det så kallade ”svenska modeundret”, som till större delen består av kommersiellt framgångsrika företag inom den traditionella modeindustrin. Är kommersialismen den enda vägen för mode att nå status? Kan svenskt mode behålla sin vitalitet utan en kreativ och experimentell zon, fri från krav på vinstmarginal? Var uppstår nya idéer och vem ger dem en möjlighet att synas och blomstra?

FASHIONPLAY #8 Fashionshop

  • Curatorial

Motala konsthall
Repslagaregatan 3, Motala
18 July - 25 August 2012

Arkitekturmuseet (The Swedish Museum of Architecture)
Skeppsholmen, Stockholm
7 - 26 Febuary 2012
- Exhibition prolonged until 4 March

Participant exhibitors:
Kajsa G Eriksson & Fredric Gunve
Hanna Frostell
Maja Gunn
Ulrika Gunnarsdotter
Helena Hertov
Infernal runners
Sarah Isaksson
Ingela Nilsson
Marie O´Connor & Purple Rinse
Minna Palmqvist
Restructional Clothing

Photographer: Petter Cohen
Exhibition Designer: Anna Harrysson
Project Administrator: Jennie Johansson

Thanks to: Arkitekturmuseet, Design United and Sarah Isaksson

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