Individualism

Christina Niederberger (1961 - )

Oil-based serigraphic ink and shirt labels on cotton duck

1997

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© Christina Niederberger

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  • About the work
    Location
    Country: Pakistan
    City: Islamabad
    Place: British High Commission

    Arranged regimentally in three rows of three are nine meticulously folded men's shirts. Each one is identical to the next, except for the different brand labels on their inside collars. The labels are real labels, but the shirts are printed using photographic serigraphy. Although some degree of personal choice is asserted through the choice of brand name, it remains, ironically, hidden to the outside world. When worn, these shirts would present nothing more than bland uniformity. "Individualism" deals with issues of mass production and consumerism, and the nature of corporate and personal identities.

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  • Details
    Title
    Individualism
    Date
    1997
    Medium
    Oil-based serigraphic ink and shirt labels on cotton duck
    Dimensions
    height: 130.30 cm, width: 90.40 cm
    Acquisition
    Purchased from the artist via the Contemporary Art Society, January 1998
    Inscription
    verso, br: Labels 2 / "Individualism" / C. Niederberger 97
    Provenance
    Purchased from the artist via the Contemporary Art Society at the London Contemporary Art Fair 1998 (Art98), Islington, London, in CAS's "Art Futures" display.
    GAC number
    17302