The First Art Newspaper on the Net   Established in 1996 United States Friday, November 16, 2018

Andrea Zittel's Travelling Enterprise "Smockshop" will be Presented at London Fashion Week
The Smockshop is a continuation of Andrea Zittel’s long-standing aesthetic investigation into the daily routines and functional experiences of everyday life.

LONDON.- Sprüth Magers London will host the final installation of Andrea Zittel’s travelling enterprise ‘Smockshop’ during London Fashion Week this September. Nestling at the end of the famed fashion thoroughfare of Dover Street, the gallery will become a collective workshop of artisans, or ‘smockers’, who will produce a series of garments immediately available for purchase upon their completion. Yet despite taking the form of a clothing atelier or shop, ‘Smockshop London’ is not a straightforward contribution to the business of making and selling clothes that dominates London throughout Fashion Week. Rather, this dissident intervention diverges from the fashion industry’s organizing principles of mass manufacture, profit maximization and illusory individuality, as it explores the collaborative and social possibilities contained within the making and wearing of clothes.

The Smockshop is a continuation of Andrea Zittel’s long-standing aesthetic investigation into the daily routines and functional experiences of everyday life. Founded in Los Angeles in 2007, this artistic and economic ‘pop up’ experiment appeared in galleries, stores, and non-profit venues across North American before making its European debut at Sprüth Magers Berlin in February 2009. A profit making enterprise with social awareness, the Smockshop generates income for non-commercial artists who are not yet self-sustaining. To date, almost 300 garments have been made by the collective. While every smock conforms to the same basic shape and form of Zittel’s double wrap-around design, each smocker is given license to interpret and rework this design according to individual interests and skills. The resulting array of colours, textures, and patterns form an aesthetically diverse yet functionally uniform body of work, illustrating Zittel’s belief that ‘rules make us more creative’.

Suggesting an alternative to the prevailing discourse of the contemporary fashion industry, the Smockshop develops a Modernist tradition of clothing design and manufacture that extends back to the Russian avant-garde’s emphasis on utility and economic simplicity. Although the clothes range from monochrome austerity to a retro playfulness, from formal elegance to sculptural invention, they have all been made with a sense of universal functionality. Suiting most body types and appropriate in casual as well as formal settings, the smock is conceived as a garment for everyone at any time.

While the Smockshop investigates how we choose to clothe or present ourselves in modern life, Zittel has previously addressed other aspects of form and function in the everyday. Food, furniture, and shelter have all been sites of investigation into how we construct, define, and distinguish between our wants and needs. Previous instances of this ongoing interest include ‘A-Z East’ (1994-1999), a small three-storey storefront building in Brooklyn, New York, that was the testing ground and showcase for her artistic inquiries into why people eat, sleep, dress, wash, and live in the ways they do. In 1999, Zittel relocated her enterprise to ‘A-Z West’: a 25-acre site in California’s desert where Zittel’s home, studio, and ‘experiments in living’ research and development facility continue to be based.

Andrea Zittel trained at San Diego State University and Rhode Island School of Design. Recent solo exhibitions include IKON Gallery, Birmingham (2001), Museum of Contemporary Art, Los Angeles (2005), the Whitney Museum of American Art at Altria, New York (2006) and Schaulager, Basel (2008). She is also represented by Sadie Coles HQ in the UK.

London Fashion Week | Andrea Zittel | Smockshop | Russian avant-garde | Whitney Museum of American Art |

Today's News

July 5, 2009

Edouard Manet's The Boy with Cherries Visits Bilbao Museum of Fine Arts as Guest Work

Ball Parks: Jim Dow's Photographs of Baseball Stadiums Opens at the National Gallery Canada

Wide Range of Works in a Variety of Media by Matthew Buckingham at Museo Reina Sofia

The Vauxhall Collective: The UK's Most Talented and Exciting Creatives Exhibit their Commissions

Internationally Renowned Artists Help Put the 'Art' Back into Street Art

Pierre Bal-Blanc Curates The Death of the Audience for Vienna's Secession

Andrea Zittel's Travelling Enterprise "Smockshop" will be Presented at London Fashion Week

Walid Raad Solo Show as Part of the XV Advanced Course in Visual Arts of the Fondazione Antonio Ratti

The Herbert F. Johnson Museum of Art Presents A Room of Their Own

The Art Fund Celebrates Legendary Photographer Diane Arbus

Joslyn Art Museum Presents Exhibition of Mexican Folk Art from Private Local Collection

National Constitution Center to Host Groundbreaking Civic Exhibition "Into the Open"

Brooklyn Museum Reports Record Attendance of More than 80,000 Visitors at Target First Saturdays in Past Year

Woodson Art Museum Awarded Alzheimer's Grant

Cheekwood's Curator of Art Publishes New Book, Internationalizing the History of American Art

Juilliard Pianists Michael Brown and Eric Zuber are Winners of the 2009 Gina Bachauer Piano Competition

ICA/Boston Gives Teens the Floor in Groundbreaking Summer Convening with Arts Leaders

Mildred Lane Kemper Art Museum Announces 2009-10 Schedule

Humanism in China: A Contemporary Record of Photography to Open at China Institute Gallery

Boston Center for the Arts Announces Call for Entries for The 21st Drawing Show

Solo Presentation by Michael Joaquin Grey at P. S. 1 Contemporary Art Center

Most Popular Last Seven Days

1.- TEFAF New York Fall 2018 opens to strong attendance and robust sales

2.- Christie's announces auction of Magnificent Jewels and the concurrent Jewels Online Auction

3.- French court finds Jeff Koons guilty of plagiarism

4.- Papers of the exiled Stuart kings published online for the first time

5.- New exhibition explores relationship between British and Russian royal dynasties

6.- Wes Anderson presents box of 'treasures' from Viennese vaults

7.- Bonhams and Turner Classic Movies present...The Dark Side of Hollywood

8.- Hopper, de Kooning, Gorky and Stella hit new auction records in New York

9.- Old Master? Cave paintings from 40,000 years ago are world's earliest figurative art

10.- Cat mummies, animal statues discovered in Egypt sarcophagi

Related Stories

Photographer Rankin Celebrates 10 Seasons of Luxury Clothing Label Thomas Wylde

Museums, Exhibits, Artists, Milestones, Digital Art, Architecture, Photography,
Photographers, Special Photos, Special Reports, Featured Stories, Auctions, Art Fairs,
Anecdotes, Art Quiz, Education, Mythology, 3D Images, Last Week, .

Check out for a range of beautifully designed online slot games.

Ignacio Villarreal
Editor & Publisher:Jose Villarreal - Consultant: Ignacio Villarreal Jr.
Art Director: Juan José Sepúlveda Ramírez

Royalville Communications, Inc
Founder's Site. The most varied versions
of this beautiful prayer.
to a Mexican poet.

The First Art Newspaper on the Net. The Best Versions Of Ave Maria Song Junco de la Vega Site Ignacio Villarreal Site
Tell a Friend
Dear User, please complete the form below in order to recommend the Artdaily newsletter to someone you know.
Please complete all fields marked *.
Sending Mail
Sending Successful