Artist Biliana Velkova has something to say about celebrity fragrances, whose impact on pop culture she recognizes by organizing an exhibition called Breathless at the Jeffrey Boone Gallery in Vancouver. All the trappings of a celeb's launch are here except for the jus itself and the celeb herself or himself. What is the point exactly?.....
Velkova says on her blog Miss Biliana,
"The launch of Breathless, a perfume that exists in brand only, extends the artist’s research into consumerist notions of identity and the accompanying obsession with labels. In Velkova’s practice, marketing strategies and art-making practices coalesce to illuminate the phenomenon of co-branding celebrity identity and luxury consumer products. Launching a non-existent product with an unknown persona, devoid of famous trademarks, she poses questions of the artist as brand so as to blur the lines of art, commodity, and social identity. Employing marketing strategies reminiscent of ad campaigns that use popular icons to create brand, the exhibition consists of packaging, a promotional video and the use of the gallery space as consumerist venue to attract attention and material curiosity. In the absence of an actual product, only a celebrity mirage will exist."
Another Dadaist attempt was made previously to our knowledge with the work called Choix by Dadadandy, an alcohol-filled perfume bottle without any scent in it to disturb the purity of the idea.
The Breathless show takes place from May 29th to June 22nd 2008.
1 East Cordova St. unit # 140