Rijksmuseum in the Nieuwe Kerk


From 1 August to 22 October 2006 the Rijksmuseum and the Nieuwe Kerk are presenting a remarkable exhibition: 'Fashion DNA'. This is the first fruit of a two-year cooperative agreement. In 'Fashion DNA' the Rijksmuseum's rich costume collection is the starting point for a unique exhibition on the body, identity and image. The exhibition at the Nieuwe Kerk has been spectacularly designed in a contemporary style by Italo Rota, the Italian architect known for his work for Roberto Cavalli, Dior and others and for his designs for the Winter Olympics in Turin.


'Fashion DNA' is the first of two exhibitions on the theme of ‘Dutch identity’ being organised by the Rijksmuseum and the Nieuwe Kerk in 2006 and 2007. The Rijksmuseum’s costume collection – in which the emphasis is on the 17th to 19th centuries – is one of the most important in the Netherlands. The closure of the main building has given the Rijksmuseum an opportunity to experiment elsewhere with ways of presentation and the use of different media.

Central to the exhibition is the universal and timeless theme ‘identity’. Almost everyone takes on an identity in order to be accepted, respected and loved. The exhibition shows that the search for identity is timeless. The stories about body distortion, sport, health, rituals and eroticism are told through video clips, advertisements and clothing. As well as the masterpieces from the Rijksmuseum’s collection, there are designs by celebrated modern and contemporary couturiers. The stories are also illustrated by dozens of film excerpts, video clips, advertisements and old newsreels. The influence of style icons on the shaping of an identity is explained while looking at Robbie Williams, Cliff Richard and Madonna among others.

Everyone has a body with or without imperfections. Clothing can transform the body. Each day we are faced by a choice: which image do I want to project to the outside world? For most of us this choice is limited by such factors as money, status, work, social background, etiquette, climate and mobility. Only the rich and powerful can style and restyle themselves without limit. Given that this desire is part of human nature, it is hardly surprising that it has changed little down the centuries. Vanity, self-projection, shows of strength, insecurity, status, group behaviour and social mobility are universal. Although society is constantly changing, even the latest developments often have a parallel in the recent or distant past. Migration and the resulting integration, the yearning for status, social mobility, new technology, globalisation: they have all been seen before, if on a different scale.

The exhibition was made possible by the Founders of the Nieuwe Kerk, Fortis Bank and Buhrmann NV, and the chief sponsors, Getronics PinkRoccade and KPMG, and by Mexx, which celebrates its 20th anniversary in 2006, Bugaboo, Forbo Nederland, Fugro and NRC Next.


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De Nieuwe Kerk
Communicatie & Educatie
Noepy Testa / Wieke van Veggel
T: 020 626 81 68
F: 020 622 66 49
E: pressoffice@nieuwekerk.nl
I: www.nieuwekerk.nl

Rijksmuseum
Pers & Publiciteit
Elles Kamphuis
T: 020 6747 172/183
F: 020 6747 001
E: pressoffice@rijksmuseum.nl
I: www.rijksmuseum.nl