The 1980s: the decade of decadence, power shoulders, big hair, big bucks and Generation X. As the biggest ad agencies of the era – among them Saatchi & Saatchi, the WPP group – ate up the smaller fish becoming huge conglomerates, and cable TV arrived, commercial culture began to cut its teeth.
Meanwhile in New York, a group of young, gung-ho artists responded to the insatiable consumerism with art that both attacked and absorbed advertising aesthetics and its politics. Artists like Jeff Koons, Barbara Kruger, and Richard Prince, were at the forefront, often appropriating their material directly from adverts.
Their approach quickly spread across the country and abroad. ‘What began as satire quickly grew to become a defining moment in contemporary art,’ says Gianni Jetzer, curator of ‘Brand New: Art and Commodity in the 1980s’, at the Hirshhorn Museum in Washington DC – an exhibition exploring art and artists’ relationship to commodity and commerce. Focusing on works made in the 1980s by more than 70 artists, the show serves up a slice of eighties ideology on a plate of trenchant criticism of the socio-economic system.