Jeans – The Myth is a young, fresh and lively exhibition about the career of this globally ‘known’ piece of clothing which is a living legend and will be an audience magnet not only for fashion aficionados.
The exhibition will explore the blue jeans phenomenon. Step by step we will examine the development of the former dungarees created in the 19th century to their status as workaday clothes in the new millennium, which are even worn by the Queen of England occasionally (as a recently auctioned memorabilia photograph has proven).
Visitors old and young will have the opportunity to immerse themselves with all their senses in the different stages the jeans went through historically, to explore them fundamentally and to discover some amazing secrets.
For this purpose, the exhibition will convey the development of this piece of clothing by means of various spatial installations, complemented by fabric samples, photographs, historical advertising posters, film sequences and audio samples in a lively and direct manner.
The exhibition can be booked for three months per venue in the period between 2011 and 2017.
Ideally, 400 m2 (4’000 square feet) or more will be required for a generous and spacious installation design.
A scholarly catalogue will be published in English and German. Prof. Ugo Volli (University of Torino, Italy), author of the book Jeans, Milan, 1991, will act as our scholarly consultant and author for the catalogue.
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