Since the 1990s, Geneva artist Sylvie Fleury, born in 1961, has become well known in the art world through her exquisitely colourful, glamorous staging of luxury articles and advertising slogans. Like pop artists, Fleury analyses advertising, consumption and popular culture, triggering discussion of the relationship between art and commerce. She questions the beautiful appearance of luxury articles elevated to the rank of artworks, emphasising their fetishistic nature and unmasking the longing and the wishful thinking in our society. Fleury’s work has often been compared to Jeff Koons’ material language.
Her shimmering or fluffy surfaces, precious materials or elegantly wound light objects, like the neon-coloured light spiral created for Montblanc in 2002, transmit the specific message of her out-of-context objects. In them, aesthetic manipulation, desire and satisfaction of a lust for consumption reach a climax. Also in 2002, Fleury designed the sculpted creation “Kustom Bag Kommando“ within the Montblanc Art Bags series, continuing the staging of shopping bags of famous luxury brands first presented by the artist in the 1990s.