‘In conceptual art the idea or concept is the most important aspect of the work. When an artist uses a conceptual form of art, it means that all of the planning and decisions are made beforehand and the execution is a perfunctory affair. The idea becomes a machine that makes the art.’ This is artist Sol Le Witt’s definition of Conceptual art.

The French artist Marcel Duchamp paved the way for the conceptualists, providing them with examples of conceptual works – the readymades, for instance. Readymades are completely unaltered everyday objects that become art.

Marcel Duchamp, Fountain, 1917
Marcel Duchamp, Fountain, 1917
Man Ray, Gift, 1921

Language was a central concern for the first wave of conceptual artists of the 1960s and early 1970s. They used language in place of brush and canvas and allowed it to signify in its own right.

Piero Manzoni
Andy Warhol, Tomato ketchup box, 1963-1964
Andy Warhol

It is not about what we see, it’s above that. We have to imagine. Imagination is the key word to conceptualism. It is very simple but very hard at the same time.

Man Ray, What we all lack, 1963

This conceptualism has invaded fashion industry in the last years.
One for all, Jeremy Scott, Moschino’s creative director since October 2013 made his first collection for the maison inspired by Mc Donalds. So obvious we could say, the M of Moschino that stands for the M from Mc Donalds. So obvious but so GENIUS!

Moschino – Mc Donald’s Capsule collection


Moschino Iphone cover


Moschino Bear bag

In June 2008 Adidas launched a collaboration collection of footwear by Scott. The wing high tops and teddy bear shoes are popular with hip hop stars as well as with the general fashion public.

IMG_4174 IMG_4175 Jeremy Scott Adidas trainers IMG_4173


Charlotte Olympia is a designer who creates luxurious, feminine shoes and accessories with a great sense of humour.

The way in which she uses ‘conceptualism’ is absolutely flawless.


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Anya Hindmarch’s products represent a design philosophy which is British, humorous and personalised.
She used the idea of the cornflakes’ box and switched it into clutches. Wonderful clutches!

Last but not less important, Monsieur Karl Lagerfeld also started to design his bags leaving behind the idea of minimal and sobriety that distinguishes CHANEL and created beautiful objects of desire being inspired by the most common items that we can find in our…..fridge! In fact, being known for his theatral fashion shows, one of the last was conceived as a supermarket.

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I really hope you’ll enjoy it!

Kisses, V.




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