The creation, or better, invention, of blue jeans as a waist overall by Levi Strauss and his companion Jacob Davies marked the career start of an extraordinary piece of clothing, which has been both influence on and inspiration to generations of young people on the search for identity and new class conventions all over the world.
From American Dude Ranches, to Argentinean political uprisings to the Hillbilly and Hippie movement, to Brazilian club wear and even to French Haute Couture jeans have been - and still are - part of our culture, regardless of nation, race and gender. Icons of all times like Elvis Presley and James Dean, Madonna and the Queen of England, have worn a simple pair of jeans as an expression of their time and fashion. The connotations that jeans carry today range from Wild West and freedom, to establishment and fashion item to work pants and uniform. Despite its global appeal, there are still several rumors and half truths about the origin of jeans: Was the extremely resistant fabric imported from Nîmes/ France, in French de Nîmes? What about the word jeans and its etymological relationship to the Italian city Genoa, in French Gênes? And who is the newly discovered 17th century painter, anachronistically named Il Maestro della Tela Jeans? The exhibition will convey the development of jeans from workman’s pants to contemporary art by means of various spatial installations, paintings, sculptures, digital art etc., enriched by jeans samples, photographs, historical advertising posters, film sequences and audio samples in a lively and direct manner.
The exhibition will pay tribute to blue jeans, guiding the visitor through the many socio-cultural meanings of jeans. The main focus, however, will lay on the jeans’ role as a cultural phenomenon. The exhibition will show the wide range of associations that come with the term jeans and will accompany each connotation with an array of objects. By looking at fashion items, as well as everyday clothes the whole universe of jeans will be portrayed. Fashion photography will be put in dialogue with 17th century paintings, self-made Brazilian club wear will be contrasted with Haute Couture to highlight the influence of jeans on art and fashion. Its role as an inspiration to some of the greatest artists and designers will be at the core of the exhibition. A large section is dedicated to contemporary artists who have worked jeans or denim into their art, intentionally or not.
Visitors will experience what jeans meant to many creative minds of our time and will consequently ask themselves in return: What do jeans mean to me?
The exhibition can be booked for three months per venue in the period between 2012 and 2015. Ideally, 500 m2 (5’300 square feet) or more will be required for a generous and spacious installation design.
A scholarly catalogue will be published in English, Portuguese and German. Other language editions will be produced, depending on the itinerary ©Art Centre Basel, Basel/Switzerland
