Our mission is to distribute and archive works of time-based art. Each issue highlights artists working in new or experimental media, whose works are best documented in video or sound.

Poses / Lowered / Begging for a Chanel

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Poses / Lowered / Begging for a Chanel
with commentary by Ciuco Gutiérrez

POSES (2011)
“Poses” is a direct criticism of the absurd and artificial world of glamour and of fashion that magazines present. Specifically, the highly-distorted image of women that they transmit through models that do not represent real women and that avoid all those who are not within their restricted parameters.

These images are virtually the only feminine reference in the mass media and they have a great influence in both men and women when building our roles in terms of behavior and ways of thinking.

Using these impossible stances of the fashion publishing houses as a symbol of how grotesque and unreal this industry is, a group of real women transfer these poses to daily scenes: the queue of a museum, the supermarket or the bus stop, sparking off the reaction of the spectators (on the other hand, regular consumers of these images).

The aim: to make it clear how ridiculous, and at times harmful, it can be to follow these models that the world of glamour impose on us.

LOWERED (2011)
This living deals with making visible something that all women have suffered at some time and which is hardly spoken about, as it takes place in a hidden manner: women's rivalry, a key subject that has arisen these days in the transition towards new roles and, especially, in women's development in the labour market, where the majority confess having their worst enemies amongst their own female colleagues and/or bosses.

Via this scene placed in a real event that involves rivalry: the queue for the opening day of a big store's January Sales, two actresses play the role of two women who already know each other and who bump into each other in the queue.

One plays the role of the tall, beautiful, young and successful girl (so she's got all the ingredients to be rejected by the rest) and the other, somewhat older woman rebukes her for having taken her place. The two women exchange remarks and threats, making those waiting in the same queue take part in the story. The dénouement is imminent: the two finish up fighting just as the store doors open, capturing the attention of all the cameras.

"Living" made in one of the most luxurious streets of Madrid. It pretends to make the audience think about a specific aspect of women in our society: the unhealthy addiction to shopping.

For that reason, an actress that represents a high-class society woman, elegant, well dressed, passes in front of a Chanel boutique and wants to buy something she has seen but she hasn’t got the money for. Desperate, she suffers from an anxiety attack and decides to start begging from the other pedestrians. She takes a piece of cardboard and writes with lipstick: I BEG FOR A CHANEL and, crying, she tells them to have pity for her and buy her the object she needs.

A video is recorded as a document of the action and all reactions of the people are registered in another document. The work created a great controversy; the pedestrians couldn’t believe it and all kind of reactions took place. The piece hit the news and was published and spread all over different media, generating all sorts of discussions on TV channels, radio stations and newspapers as well as in some internet blogs.