Fashion in the museum: Olly Reinheimer’s dresses at MAM-RJ (1969)

• Autor(a) principal: Corrêa, Clecius Campos
• Data de Publicação: 2019
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista dObra[s]
• Texto Completo: https://dobras.emnuvens.com.br/dobras/article/view/988
• topic: Fashion. Museum. Olly Reinheimer. Masp. MAM-RJ.; Moda. Museu. Olly Reinheimer. Masp. MAM-RJ.

This article aims to present the German-Brazilian artist Olly Reinheimer’s exhibition Vestidos-objeto, held at the Modern Art Museum of Rio de Janeiro in 1969, as an example of a clothes exhibition at an art museum which was legitimized as art by the art critics. The exhibition is approached from its repercussion in Rio newspapers, with its opening in a fashion show format having been critically acclaimed as the “happening of the new fashion.” First, we mention the fashion show which took place in 1966 at Masp, showing that clothing and performance were part of Olly’s artistic project. The goal is to point out how the setting of the exhibition, the acceptance in the museum and the repercussion in the newspapers indicate Olly as an artist at the apex of art and fashion, someone who was able to insert clothing in the museum with the support of expert art critics.