Both Andy Warhol's art and writings had a big impact on my artistic activity. Sometimes I could hear him whispering in my ear: ‘Don’t go to the museum, go to the supermarket'. That’s what I do; I immerse myself in consumerism, fashion, and popular culture, and I regularly read gossip magazines. We all know how many of Warhol's thoughts turned out to be prophetic. Deep down, Andy must have felt it coming, the end of capitalism, and the consumption of consumerism, but that’s another story to tell..
Great art speaks to common people. Nowadays art is, also thanks to Andy, as popular as ever, and we almost feel as comfortable in Tate Modern as we do in a supermarket. It is always a highlight of any exhibition to be able to shop at the museum, and find our best consumption of the art!
On the other side, galleries may still be reserved to an ‘art elite’, so that the frighteningly empty, all-white presentation formula generally scares those who don't have money to shop inside.
In this exhibition, artist Indra Moroder present memories, random inspirations, and things we drew as teenagers. These creations partly helped to form us as artists. We like the idea of sharing our past amongst everyone.
In the world of art lovers there are usually thousands of thoughts and drawings, hours spent in creating, as well as destroying. Indra and Samia’s aim is also to exhibit the un-exhibitable. We like to ironise about the commercialisation of art. Generally artists, curators, and galleries try to select and exhibit only the artist's best, and present perfectly framed and installed pieces of art. How sincere is that? In ‘Buy one get one free’ there is no imposition, and no selection has been made of what is a valuable piece of art. Dear friends, you are the only judges in this open art market, or art mess. You are able to touch, search and manage our drawings, creations, objects, and ideas, with no strong-arm security to intrude upon your experience.
Literally, you are invited to buy one and get one free. Enjoy your treasure hunt!
Me and consumerism
Buy 1 get 1 free, a consumer symbol that we've used as an ironic pun for our next art show at Indra and Samia gallery. Indra sent her written press release, discussing her consumer references. My insight into consumerism was not through art, below how it started for me.
Growing up in West London there's been no escape from consumerism, I was programmed to function to buy, and thats exactly what I did. My introduction to consumerism was in 1987 in my junior school playground in West London. At age 7, I developed the nesccity for buying, and begging my middle/working class parents for trainers that cost £50 - £70.
I became a pro at convincing my parents to buy me expensive trainers. In the 80's styles in London were less advanced; I use to talk my parents into taking me on holidays to USA to buy the latest trainers. By the age of 9, I could talk my parents into buying an £80 pair of trainer at a 1 hour Dubai Airport stop.
There's was no reference at this stage to art in my life. If I had any creative skills then, there was no time to invest in them because I was too busy sustaining consumer life. There was nothing to stop me. My consumerist obsession branched out from everything and anything: hairstyles, makeup, shoes, clothes, computer consoles, computer games, presents. I was vacant for any excuse to buy a semi decent quality product.
In 1995 I was in my parents bedroom watching Fashion TV with my brother. It was the first time I saw an Alexander McQueen catwalk show, I said to my brother 'who's this designer, I have to go the same art school as him!' That was it, my penultimate consumer fashion destination was set in stone. Everything I did from that point in life was to get on to a fashion course at st martins. I started praying, excercisng, excelled and transformed myself into a fine artist to do well on A level art course, to assure my art teacher would give me a good refernce.
In 2004 Im studying MA Womenswear at St Martins, by this time I've worked for several designers, fashion companies and started my own clothing label. Far gone days Im watching Fashion TV. Now I was seeing the real turbulent fake side of fashion, I'm questioning capitalism, questioning ethics in fashion. Im not interested in catwalk shows anymore. All those superficial materialistic aspiration I have no time for and seem meaningless.
I continue producing bulk amounts of fashion design work, but internally I am in total conflict. Only driven element left within this design work is political correction, and incorporation of propaganda war. Not relevant qualities for a potential LVMH designer.
I get kicked out of St Martins. And I'm assured this fashion set up is fake. My journey in consumerism began through the need to satisfy fickle desires, and I've withdrawn from consumerism through debunked real life experiences.
Below my write up for art show BUY 1 GET 1 FREE
ON GOING SALE WE SELL THINGS SUCH AS ART, FASHION, OTHER ITEMS THAT PEOPLE WILL BUY. MORE DISCOUNTS BY THE DAY. WE'LL CHARGE MORE FOR EXPENSIVE THINGS. WE CHARGE MORE CHARGE LESS CHEAPER THINGS. KEEPING UP WITH CONSUMERISM
IF YOU HAVE ANY DECENY YOU'LL BUY FROM OUR SHOP OR WHATEVER YOU CALL IT A GALLERY. INSTEAD OF GOING TO RUBBISH SHOPS LIKE TOPSHOP OR PRIMARK OR PRADA OR TATE OR SEXIST SAATCHI.
SALE ADDRESS: INDRA AND SAMIA GALLERY 19 HENRIQUES STREET LONDON E1 1NG
(Just off Commercial Road and 5 minutes away from Bricklane).