Photographs, sculpture, performance
The installation Push up that takes the form of the representation of the commodities in the window store to show male bra and its accompanying advertising material: photos and flyers.
The bra brings to the male torso the desirable shape of defined muscles and is worn under the shirt. It is made out of the stretch fabrics, elastic band, sponge and plastic, referring to materials of a female “push up” bra that gives any breast an optimal look. Push up is also one of the exercises for building upper body muscles.
Alongside the objects and photos, a strong muscular man is distributing to the male visitors the leaflets that advertise the sponge torso and the benefits of purchasing it. The leaflet is offered with an attentive cordiality and the champagne.
The work is informed by the western world contemporary conditions in which strong- pumped male body contributes to men in the wide range of professions (such as manager, doctor, actor, waiter, consultant), to be perceived as an expert and successful. The number of gym infrastructure is increasing, in which focused exercises for shaping the body, fast results and the precise instructions about a diet are being promoted. This altogether offers conditions for realization the conceptions of the body as an investment. Numerous unison responses bring this trend in relation to the dominant political and economic structure. Through investigating on this, Push up questions on going objectification of a body and its influence on a process of forming the identity. It also questions the normalization of the use of accessories by which women have for centuries imitated and performed the image of particular body shape.
The work was released in the collaboration with textile designer Mia Ventin and sculptor Elena Apostolovski as a commission of an art project (Wo)men becoming that celebrates 70 years from publishing Second sex by Simone de Beauvoir.