Shanzhai Biennial is not a Biennial, although one can never
limit the manifestations that a project of Babak Radboy’s can go. It is a clothing line that is more
found then created and is the partnership of Radboy and Cyril Duval. It is a label that takes the rampant
Chinese manufactured knockoffs of mainstream designer lines and re-presents
them as haute couture one-liners.
Their first collection was revealed this fall and its campaign is an
interesting mix of art, magazine gloss and tweaking social reveals. Shanzhai Biennial reflects our current
time but the way this looks and the tone that it takes is sharper then what
most realize and creates a distinct line of who gets it and who doesn’t.
The clothing of Shanzhai Biennial takes brands like Calvin
Klein, Armani, Celine etc. and uses their fonts, logos and other brand
recognizers but the spelling is all wrong, like Calvin Klien’s “ck” becomes
“ok” and Celine become “GELINE” it’s Chinglish without apologies and the
duplication is brazen as it is slightly funny. For their first campaign they feature some of these finds
along with inserting their own name as logo worn by Asian models who are posed
and hamming in the style of Chinese artist Yue Minjun. Minjun is widely collected and
recognized for his paintings of Chinese men with cartoonishly gaping smiles
doing various everyday and recreational activities. The models also feature this absurd gaping smile and usually
have closed eyes making them look plasticky and unsettling. The duplication of Minjun’s work
doesn’t end there though, they also have the models posed and stacked unto
themselves in positions and compositions that recall Minjun’s paintings. This is an effective source to mimic as
it suits the content of the project and the overall eerie tone.
This duplication of duplication and the loss that occurs
with each result is the crux of what is behind Shanzhai Biennial. They seem to be embracing these
glitches; these attempts are not failures but revelations to the absurdity of
it all. The ‘all’ being everything
that resembles the goal of progress, of brand design, of status through
objects. What is interesting is
that there is no critique going on, it is just being collected and shown and
there is something that feels like a real love and beauty in the way this it is
collected and presented by Radboy and Duval. The counterfeit is more the original then the original in
that it shows something more then the signifiers.
There is something odd about the humor factor in this
project though. There is something
a bit mean about it, not mean per se, but something possibly arrogant. The way that this campaign feels and other
fashion presentations of late, like Telfar Clemen’s latest collection, and
their uses of the hyper-normal or the hyper-exaggerated smiling and posturing
feels off in this iteration. I
know it is this off-ness, this discomfort and the embrace of the normal and the
way it is styled is the point but there is something nauseating and disqualifying
in this as well. It somehow
reminds me of high school or mean girls or the cool club. It’s like there is some giant inside
joke and if you don’t get it you just don’t get it and if you do get it but you
don’t smirk and whisper like all the rest then you are out out out and you are
so adorable in your passéness. The
visual tools are being used to conceptual ends for Shanzhai Biennial but there
is something terribly too familiar in its similarities to what else is in the
cultural air. Maybe it’s just me
though, probably is (always is), maybe it’s the fact that although I’m glad
somebody is finding and making faux brands into a real brand and reveling the
deformity that is capitalism, somehow it’s just not that interesting or funny
to me.
But it’s not about me (never is); it is about the potential
that projects like this can have, and it does. It is crazy how Chinese manufacturing is taking over
everything and brand use, disuse and what that all means is central to talking
about everything from economies, politics, fashion, art, all of it. The embrace of this and the
entrepreneurial vision and realization to make knockoffs into the high-end is
just down right brilliant. At the
end of the day it comes down to Babak Radboy and Cyril Duval, brands in themselves
that can spin culture in any which direction they choose. It would be interesting to see one day,
the person as brand and how this can be duplicated and transferred beyond just
labeling or the image or the approval.
How do you source and sell the essence of a person? Shanzhai Biennial,
can’t wait to see what they will do next while also feeling like I already know
exactly what it will be. Somehow
that is oddly empowering yet also disheartening, I guess this is the new normal
now.