ANAD in Germany, a Anorexia Nervosa and Associated Disorders support organisation, reminded the public how beauty ideals have been distorted in recent years. Three paintings by German artist Remus Grecu were placed in the Städel Museum in Frankfurt providing contemporary versions of paintings by Boucher (Nude lying on a sofa), Manet (Olympia) and Ingres (The bather of Valpinçon).
After Boucher, Nude on a sofa. Oil on canvas, 73/59cm. 2009
Beauty ideals change. Today, the media and the cosmetics and fashion industries all promote body measurements that are unattainable for people with healthy eating behaviors, effectively turning disorders like anorexia and bulimia into trends. But while in most countries models with a body mass index below 18 are banned from work, in Germany the seriousness of the issue is still downplayed. Support prevention and education: www.antianorexia.net
François Boucher, Nude Lying on a Sofa, also known as Reclining Girl, 1752, housed in Alte Pinakothek, Munich.
After Ingres. The bather of Valpinçon, Oil on canvas, 146/98cm. 2009
Jean Auguste Dominique Ingres, The bather of Valpinçon, 1808, Musée du Louvre.
After Manet, Olympia. Oil on canvas, 190/130cm.
Edouard Manet, Olympia, 1863, Musée d’Orsay, Paris. The controversial painting was inspired by Titian’s Venus of Urbino, which in turn refers to Giorgione’s Sleeping Venus.
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The Beauty exhibition concept was developed at Ogilvy & Mather, Frankfurt, by executive creative directors Stephan Vogel and Christian Mommertz, copywriters/art directors Sabina Hesse, Albert S. Chan, advertiser’s supervisor Claudia Engel, account supervisor Veronika Sikvolgyi, art buyer Christina Hufgard and Valerie Opitz. Painter was Remus Grecu. Photographer was Jo Bacherl.
The campaign won awards at Cannes International Advertising Festival 2009 (Bronze Media Lion), London International (Silver for Design and Bronze for The New Category), EuroBest Amsterdam 2009 (Bronze for Print/Public Awareness Messages, Media/Best Use of Ambient Media/Large Scale, Craft/Print/Best Use of Illustration), and Epica 2009 (Silver for Public Interest and Bronze for Consumer Direct and Illustration).