Industry News

Bernhard Willhelm MOCA Exhibit Features KEVIN.MURPHY

Anne Moratto | March 30, 2015 | 6:54 AM
Photo caption: Installation view of Bernhard Willhelm 3000: When Fashion Shows The Danger Then Fashion Is The Danger, February 7-May 17, 2015 at MOCA Pacific Design Center, courtesy of The Museum of Contemporary Art, Los Angeles, photo by Brian Forrest.

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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