For the first time a fashion show as been the stage for a videoart installation created by the italian videoartist Fake.The video artwork “White” was shown on the floor before the fashion catwalk.

La videoarte e la moda viaggiano sulla stessa passarella al Milan Fashion Week.

L’opera minimale ed elegante del videoartista italiano Stefano Fake è stata proiettata sul pavimento nei momenti precedenti la sfilata, trasportando per alcuni minuti il pubblico e i giornalisti in una vera e propria galleria di arte contemporanea (ThePress, diritti riservati).


THE FAKE FACTORY “White” (2004)

It is an artistic exploration of the pure colour white.
The video moves from most simple forms to the most complex.
The result is an elegant restless combination of white elements in a black-spaced background.

The “White” work — video geometric patterns – tested a viewer’s psychological and visual flexibility. See a line. See that it can be straight, thin, broken, curved, soft, angled or thick. Enjoy the differences. The test was not hard to pass if your eyes and mind were open.

The Fake Factory reduced art to a few of the most basic shapes (quadrilaterals, spheres, triangles), colors (red, yellow, blue, black) and types of lines, and organized them by guidelines they felt in the end free to bend. Much of what they devised came down to specific ideas or instructions: a thought that the audience were meant to contemplate, or plans for drawings or actions that they could be carry out, or not.

Sometimes these plans derived from a logical system, like a game; sometimes they defied logic so that the results could not be foreseen, with instructions intentionally vague to allow for interpretation. Characteristically, he would then credit assistants or others with the results. With The Fake Factory designs, mural-sized works that sometimes took teams of people weeks to execute, they might decide whether a line for which they had given the instruction “not straight” was sufficiently irregular without becoming wavy (and like many more traditional artists, The Fake Factory became more concerned in later years that their work look just the way they wished). But they always gave their team wiggle room, believing that the input of others — their joy, boredom, frustration or whatever — remained part of the art.

This video is recommended for white lovers.

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