Wolford at Foam for Helmut Newton


Our most celebrated brand, Wolford, is to collaborate this week with Foam Photography Museum
on the exhibition Helmut Newton – A Retrospective, from 17 June to 4 September 2016 in the Foam museum in Amsterdam.

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Helmut Newton, one of the most influential photographers of the 20th century, will be honored
with a retrospective that covers the entire Foam museum. From 17 June, Foam Photography
Museum will display his authentic and complex works in the museum building on
Amsterdam’s Keizersgracht. The exhibition comprises more than 200 photographs, ranging
from the rarely exhibited to his iconic works – most of which are original prints from the
Helmut Newton Foundation’s collection in Berlin, Germany.

It is no coincidence that Austrian luxury brand Wolford is the main sponsor of this
retrospective: inspired by the progressive emancipation of women, Newton produced an
iconic series of photographs for Wolford in Monaco in the 1990s and created a powerful
representation of the modern woman: independent, confident, self-determined and timeless.
Some of these images can be seen in an area dedicated to the Wolford brand.
“With these photographs, Helmut Newton has created works that perfectly represent
Wolford’s DNA. We are very pleased about our partnership with Foam, as it gives us the ideal
platform to present our artistic heritage”, says Ashish Sensarma, Wolford CEO.
Marloes Krijnen, Director at Foam, is also pleased about working with Wolford: “A Helmut
Newton retrospective has featured on our wish list for many years. We have found the perfect
partner in Wolford for this fantastic exhibition as they share our passion for Newton’s work
and have also worked intensively with him.
Supporting the major retrospective marks the beginning of Wolford’s commitment to a
long-term program for female artists. The first highlight will be presented during the Helmut
Newton exhibition. Artist Sayuri Chetti has created a work of art made from Wolford yarns
and materials especially for the exhibition. Sayuri Chetti was born in South Africa in 1988 and
graduated from the Gerrit Rietveld Academy of Fine Art in Amsterdam. Her works have been
featured in different exhibitions, most recently in the renowned Kirseberg Temporära
Konsthall in Malmö, Sweden. Promoting female artists is important to Wolford and will be
established within future global projects.
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MG Premium participated at the Athens Fashion Trade Show 2016.