In the spring of 2024, Kunsthal Rotterdam is presenting a large-scale exhibition of the work of the Swiss artist Sylvie Fleury (1961, Geneva). For the very first time her extensive oeuvre, which consists of provocative installations, sculptures, ready-mades, and paintings, will be shown in the Netherlands. In a playful way, Fleury challenges the cultural constructs of gender stereotypes. She uses modern advertising strategies such as attention-seeking slogans, brightly coloured neon lights, and seductive presentations to explore the boundaries between contemporary art and consumerism. Incorporating elements from the worlds of fashion and film, pop culture, and art history, Fleury consistently succeeds in creating unexpected new stories, always infused with a generous dose of humour and individuality.
In the 1990s, Sylvie Fleury found fame with her ironic presentations of glamour, fashion, and lifestyle. She still follows the latest trends, loyally reads all the relevant fashion magazines, and never misses the seasonal couture shows in Paris. A fashion victim herself, in her work she responds to the overwhelming influence of the fashion industry by elevating elements from that world to artworks. In the exhibition visitors can imagine themselves to be in a concept store filled with designer goods, Vogue covers, and neon installations with slogans like ‘Champagne & Limousines’. By placing luxury goods, accompanied by their seductive sales strategies, in a different context, Fleury is making us aware of the similarities between consumerism and the fashion world. They both capitalise on branding, human desire, and the transience of value.