Ari Versluis educates
The redefinition of realness, in the context of social identity and fashion is the foundation of the work of Ari Versluis. Either within the challenges of commissioned work (Ferragamo, Gucci, Palace, Helmut Lang), or the framework of the internationally acclaimed art-project Exactitudes, the culture that each of us creates to define ourselves is constantly re-examined. In various motivated studio interventions, individuals, duo’s or groups are depicted, who use apparel as a language and as a communication-tool. Resulting in numerous exhibitions and magazine editorials, seven books and two films. A dynamic practice; shifting from rushed and dirty pop-production to a disciplined methodology, by relying on careful observation, isolation, categorization and precise documentation.