An arty wind is blowing through the print media
Contemporary Art | While the print media has always maintained a visual approach in terms of art and designers since the almanac of Der Blaue Reiter in 1932 and the partnership with Richard Avedon at Harper’s Bazaar between 1945 and 1965, it reflects a trend that has reappeared once again against a backdrop of media crisis and digital revolution.
New creative possibilities are imbuing the pages of newspapers and magazines with an arty flavour in the hope of achieving an attractive originality and thus boosting sales. In order to counter the monolithic image of their publications, newspapers and magazines are revamping their iconography. Typography, layout and illustrations devised in partnership with creative teams or contemporary artists explain the increasing prevalence of art in the print media. In an ultra-competitive print media climate, this is a paradoxical approach highlights the desire to stand out and clear evidence of imitation : Libération, M le Magazine du Monde, L’Officiel Hommes and New York magazine have thus given carte blanche to Maurizio Cattelan and Pierpaolo Ferrari from Toilet Paper magazine and entrusted them with photo shoots. In the same context, editors-in-chief (Stromae in Les Inrocks) and guest artistic directors (Jean-Charles de Castelbajac in Stylist) are attesting to the breaking down of walls between art and the print media. As a result of the graphic and digital possibilities on offer, pages of newspapers and magazines have become both a substitute canvas and a showcase for influential 21st-century artists. This celebrity involvement in art is evidenced by the ’Palace years’, where transculture and social diversity crystallised in new levels of connection between the visual arts, music and popular culture. Pharrell Williams, curator of the GIRL exhibition at Perrotin, has also illustrated this tendency, as well as delving into the ubiquitous notion of arketing.