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Viaux is Germany’s first gallery for contemporary fashion photography, a form that is still relatively new to the art market. Visualizing attitudes and creating identities, fashion photography is the creative form of expression of our times, its sculptural complexity has finally overrun the borders to the art world. Even before the collections hit the stores, teams of photographers react to designers’ phantasies, creating looks and acting as a bridge between idea and buyer. Their creativity is the key to understand the world in which we live in: How we see ourselves, how we want to be seen, and how we portray ourselves. Fashion photography isn’t merely a reaction, it’s an active force shaping the fashion environment. It’s a process of mutual penetration, resulting in an image that doesn’t only mirror zeitgeist, but also on itself.
VIAUX places internationally renowned photographers, who define the style of leading fashion magazines and shoot award-winning campaigns in the art market. The gallery showed Rankin’s complete „Fashion Stories“ (Eva Herzigova | Heidi Klum) and Cometti’s already legendary series of U.S. porn icon Jenna Jameson. VIAUX’s concept is to show a selection of the artist’s work and, in each case, a fashion magazine spread that coincides with the exhibition. This way, there’ve been cooperations e.g. with VOGUE, AMICA, ZOO Magazine, DAZED & CONFUSED and NEO2 to name but a few.
VIAUX was founded in 2003 by Natalie Viaux, former MTV Editor and freelance director with French roots. She first had the idea to open a gallery for contemporary fashion photography, when she wanted to buy a picture of Steven Meisel and discovered a gap in the art market. A prelude in Hamburg – then she opened a branch in Berlin only one year later. After being located on three floors in an award-winning architects’ building VIAUX is now pleased to introduce VIAUX MOVING GALLERY SPACES and present exhibitions in changing places in Berlin and international locations.
VIAUX’s innate sense for discovering leading trends has furthermore now led to the foundation of VIAUX AGENCY – a creative consultancy network and VIAUX REPRESENTS – a photographers and illustrators representation.
VIAUX is always interested in global creative exchange and visionary partners.
Art comes from PartY |