Gucci представляет новые арт-объекты в Instagram 

29 октября 2015, 03:04

Креативные представления продукции бренда на официальной странице.

Ни для кого не секрет, что большинство модных деятелей тратит огромное количество времени, погрузившись в живописный мир Instagram. Модные образы с показов, обувь из новой коллекции Gucci и фото импрессионистской живописи — это и многое другое современная девушка может найти в ежедневном просмотре приложения. Среди новых публикаций: модели бренда в виде прогноза погоды, телевизионные экстрасенсы, а также семейная пара из «Американской готики» с яркими деталями на одежде — все эти находки изобразил испанский иллюстратор Игнаси Монреаль. Креативные творения созданы художественным коллективом «The Most Famous Artist». В своем Instagram представители Gucci поблагодарили коллектив за великолепную работу и оригинальные идеи.

“#GucciGram is a starting point to tell different stories, which are all united by great freedom. Today creativity is often born and finds its voice in digital media, a vital source of visual culture.” Alessandro Michele With its #GGBlooms and #GGCaleido prints, which layer a dazzling floral bouquet as well as an ever-shifting geometric pattern inspired by the eponymous kaleidoscope over classic double-G print fabric, Gucci underlines our new cultural reality. Namely, we’re all on the Internet, all the time. The way we consume visual art has changed. We don’t need to wait to go to a museum anymore. We just open Instagram on our smartphones and have immediate, intimate access to brilliant photographers and artists around the world who post their work as soon as they create it. Inspiration is drawn as easily from 19th-century Florence as it is from 21st-century technology. Everything is a remix. #GucciGram takes place in this cultural collision. The artists #AlessandroMichele has chosen all take different approaches to Instagram, but what they have in common is their ability to use the Internet to disseminate new forms of imagery. At the forefront of cultural innovation, these artists have chosen to create work on their own terms and present it directly to their audiences in a subversion of the old indirect relationship of artists, curators, and viewers. Gucci on Instagram shows us that we can seek out our own creative voices online and approach culture voraciously. Text by @kchayka

A photo posted by Gucci (@gucci) on

The Most Famous Artist (@themostfamousartist) is actually a group of several, who pool their brilliance to work together on odd jobs of appropriation, upcycling, and zeitgeist-creation. The work they sell directly under The Most Famous Artist name repurposes found or foraged paintings, taking the work of another, often forgettable nobody artist and overpainting it. The originals are often genre paintings, or works trapped in 19th century ideas of composition and color. The Most Famous Artist updates these period pieces with corporate as well as couture logos, or abstract, much more contemporary swathes of color, which frequently spill beyond the canvas and onto the frame. This treatment of painting itself as a kind of readymade that can be augmented with a signature style is very much in line with the collective’s business-forward, high-visibility, high-volume sensibility. On Instagram, The Most Famous Artist’s feed is a hodgepodge of its many members’ wide-ranging interests. The feed pulls in the work of other unquestionably famous artists, creating a kind of extended riff on artistic celebrity itself. It is also an interrogation of what makes famous art famous. But where their paintings often trade in the language of logos, their Instagrams cite contemporary art styles like Damien Hirst’s dots, or Banksy tags, halftone blips like partial views of a Roy Lichtenstein or a Barbara Kruger. For #GucciGram, The Most Famous Artist member Matty Mo took the iconic Grant Wood painting, “American Gothic,” and reworked the simple colonial-print fabric the woman wears so it looks like her top was made from a bolt of #GGBlooms fabric. The man is wrapped in a blown-up version of #GGCaleido, enlarging the geometric pattern so it seems like scrim pulled over his drab coat. Their doctored, dressed-up image is then shown from several different vantages and places, a gleeful confusion of era that puts now in touch with then. Text by @epsteinian

A photo posted by Gucci (@gucci) on

The New York-based artist Kalen Hollomon’s (@kalen_hollomon) work is a mix of classic paper collage and digital knowhow, splicing images from fashion and old-school advertising, often bringing them to life through animation. The paper cut-outs can be cheekily demure, trashy-sexy, or even creepy—like Hollomon’s video of a photo of Justin Bieber with eyes moving behind paper cutouts. Updating the old-fashioned technique of paper collage with new audio/video tricks brings ripe fruit to Hollomon’s art practice, which benefits from the visual language of celebrity and advertising. There’s Britney Spears licking a kitten, an image which seems like it should have existed already; there’s Michael Jordan with a cup of Gatorade and a startlingly loose wrist, his hand rotating as though on an axle. The animation is charmingly flat, paper-based, geometric slides or turns or rotations, making it feel tactile and even a little silly—it’s a joke, but happily, we’re all in on it. For #GucciGram, Hollomon has utilized collage, taking found imagery of all plump 80s babes with red lips, hair gel and lustful demeanors in combination with photos of the new #GGBlooms bag, for a collection of images inspired by desire. They speak to a tongue-in-cheek consumer culture, luxury that knows what luxury is and what luxury tastes like—literally. Text by @lrsphm

A photo posted by Gucci (@gucci) on

Paris-based Chris Rellas’s visual mashups of fashion and fine art have amassed his @copylab feed an enormous following and earned him the attention of fashion media. In @copylab’s world, a 19th-century peasant is rebranded as a contemporary fashionista by means of piercings. Or Frida Kahlo, reigning queen of the art historical self-portrait, appears to be as at home styled in playful sunglasses as in her iconic flower crown and macabre necklace of thorns. Delivered with a sense of humor as sly as Mona Lisa’s smirk, @copylab’s images nod to the historical context of the original work while freely celebrating contemporary high fashion and other touchstones of the cultural and political moment. When Rellas drapes Gucci’s Reversible #GGBlooms Tote over the shoulder of a woman in a Renaissance dress locked in full embrace with her lover, the scene is instantly transported to present day. The image, originally painted by Hayez, who is the subject of an upcoming exhibition in Milan featuring the painting, bears so many traits common to Instagram’s usual suspects that you would be forgiven for thinking that one of your IRL friends had recently acquired a gorgeous new bag—and a boy—while scrolling through your feed at a quick clip. #GucciGram Text by @allisonkgibson

A photo posted by Gucci (@gucci) on

Текст: Александра Милоградова