GENTLE MONSTER e AES+F announce the first ever auction of a video work made for a collection campaign, minted as an NFT on the SuperRare.co.
For the first time, renowned Russian but Berlin-based artist collective AES+F and South Korean brand GENTLE MONSTER are working together to completely break down the boundary between art, advertising and fashion by offering a campaign film at auction as an authentic work of art.
As part of GENTLE MONSTER’s Nano Collection 2021 campaign, the two companies created the video work titled “The Circle of Life”, with a soundtrack by award-winning composer Dmitri Kourliandski.
“The Circle of Life” shows a surreal landscape populated by people of all ethnicities and ages wearing elegant but eccentric nano-glasses. Fascinated by chimeric creatures descending from a round bio-morphic structure in the sky, the characters reach out to touch the chimeras, taking off behind them on futuristic floating boards, coming close but never reaching them. When the protagonists return to land, the creatures continue to hover above them, just out of reach, and the cycle repeats itself – an allegory of life that has no beginning and no end.
After AES+F debuted with the Last Riot video at the 2007 Venice Biennale – Miuccia Prada declared to the New York Times that it was her favorite work -, AES+F’s aesthetic was increasingly praised by the fashion industry, but the collective didn’t collaborate with any brands until 2019 when they created a video work for the launch of the GENTLE MONSTER x FENDI capsule collection.
“The Circle of Life” will be up for auction for 24 hours beginning today, May 10th.
Buyers will receive all three full-length versions of the work as used in the ad campaign. Following the video auction, GENTLE MONSTER and AES+F will also make a limited number of poster images from the campaign available for purchase as NFTs.
