Anouk van Klaveren (NL)

Peach Tree Ambiguous, still from commercial, 2020, by Anouk van Klaveren
Peach Tree Ambiguous, still from commercial, 2020, by Anouk van Klaveren

Anouk van Klaveren explores objects as physical translations of collective belief systems. She is fascinated about how garments and objects embody cultural norms and values. By intertwining fiction and non-fiction, her work playfully analyses the driving forces of fashion’s seductive nature. Trained as a fashion designer at the Royal Academy of Arts in The Hague, fashion and its normative structures became a theme in a more and more interdisciplinary practice, instead of a medium of expression.

She started experimenting with performance, interviews, site-specific interventions and sculpture, which she uses as a tool to portray and question social norms and value creation. She is co-founder of collective Das Leben am Haverkamp, established in 2014. Das Leben am Haverkamp is a creative platform that represents Christa van der Meer, Dewi Bekker, Gino Anthonisse and Anouk van Klaveren. Together they speak and discuss the current state of affairs of something we delightfully – but often problematically – call fashion.



Residency program

Peach Tree, Ambiguous, Anouk Van Klaveren

In Collaboration with musician/composer Pieter van Vliet.

Peach Tree, Ambiguous marks Anouk van Klaveren’s second installment in her continuous inquiry about functionality; desire and ceremonial performance. Simulating a tribalized department-store, the exhibition will show a wide range of purposefully advertised objects, all blurring the thin line between need and wanting; cause and effect; the voyeur and the exhibitionist. Doused within the realm of commercialized daydreams, Van Klaveren portrays today’s e-environment and its inherent consumer myths.

Peach Tree, Ambiguous is a fictional brand with a deliberate ‘yes-man’ work-ethos. Embracing the deranged logic of today’s marketing- and communications cultus, the brand fully outsourced its products’ raison d’être by hiring an international team of sales experts, content creators and e-commerce models. Peach Tree, Ambiguous’ products blur the line between physical presence and transcendent value: the moment where value becomes a product and products become their value. Adding an acoustic dimension to the Peach Tree Ambiguous mini-mall, Anouk van Klaveren teamed up with musician/composer Pieter van Vliet to turn the reverberant hall of De Fabriek into an audio-visual event - and a memorable gifting idea too!