The Museum of Contemporary Art, Los Angeles presents the first American museum exhibition of the work of fashion designers Bernhard Willhelm and Jutta Kraus. Bernhard Willhelm 3000: When Fashion Shows The Danger Then Fashion Is The Danger is a site-specific work at MOCA Pacific Design Center that functions as a sculptural installation and features the designers' Fall/Winter 2015-16 collection. Including video, photography, and KEVIN.MURPHY haircare products hand-selected by by Willhelm, the installation is a meditation on the future of commerce and a forecast of the fashion experience.
Willhelm first discovered KEVIN.MURPHY products after dying his hair blonde and finding himself in need of intense hydration. He found a solution in HYDRATE-ME.WASH and RINSE, a range of products infused with Kakadu Plum, an Australian super-fruit.
Finding inspiration in both the packaging and the tongue-in-cheek names, Willhelm requested BORN.AGAIN, STAYING.ALIVE, SHIMMER.SHINE, BODY.MASS, EASY.RIDER, NIGHT.RIDER, GRITTY.BUSINESS, UN.DRESSED, SUPER.GOO, ROUGH.RIDER, SMOOTH.AGAIN, FULL.AGAIN, YOUNG.AGAIN, TEXTURE.MASTER, BODY.BUILDER, POWDER.PUFF, DAMAGE.MANAGER, and of course, HYDRATE-ME.WASH and RINSE, to be included in his exhibit. Over 1500 bottles of product are currently on loan and are incorporated throughout the installations and clothing displays.
Bernhard Willhelm 3000: When Fashion Shows The Danger Then Fashion Is The Danger runs through May 17, 2015 at MOCA Pacific Design Center.
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