Individualism

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.

Places

Subjects

shirt

Materials & Techniques

shirt labels, cotton duck, oil-based serigraphic ink, mixed media (art object), screenprint

Artist

Christina Niederberger (1961 - )

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