Barbara Kruger/Performa 17 Art Commission
We all know the Supreme logo. But did you know that logo came from appropriating the style of iconic artist Barbara Kruger?
In 2017, we worked alongside Barbara Kruger and Performa, starting a social commentary on the idea of art appropriation and consumerism in street-wear culture. Kruger’s performance was meant to insert the artist into the urban street culture that had absorbed, appropriated, and applied her art and attitude into brands such as Supreme.
The Brief - Bring the performance art to the digital space, creating content to build hype for her installations and performances.
The Idea
Influencers have become synonymous with consumerism. But who are we following? The person? Or a brand?
We challenged that relationship by manufacturing a fake undercover influencer with the sole purpose of infiltrating the streetwear culture to build hype for Kruger’s art performance, and thus becoming a part of the performance itself.
Leading up to Kruger’s art performance and pop-up we introduced @notmyhandler to the social space, teasing Kruger’s art and the drop date through Supreme style branded clothing, photography, and messaging. Each post built to the drop #110217 sparking interests and gaining followers.
@notmyhandler posted the date throughout New York before finally revealing herself as part of the performance at Kruger’s pop-up.
A final video post appeared on @notmyhandler’s social account questioning the relationship between consumerism and influencers.
Made with help from the talented team at EP+Co. Tim Kang (AD)