Wolford has revealed it is to partner up with the Foam Photography Museum in Amsterdam to deliver a showcase of photographs depicting the power of the modern woman from iconic photographer Helmut Newton.
The exhibition, which will run from June 17 to September 4, will honour Newton with a retrospective that covers the entire Foam museum, consisting of more than 200 photographs, with Wolford stepping up as its main sponsor.
This isn’t the first time the Austrian lingerie brand has supported Newton’s work; in the 1990s Newton produced a series of photos representing the confidence and independence of the modern woman and some of these same images can be seen in an area dedicated to the Wolford brand in the Foam museum.
Ashish Sensarma, Wolford CEO says: “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.”
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 programme for female artists.
The first highlight will be presented during the Helmut Newton exhibition, where artist Sayuri Chetti has also created a work of art made from Wolford yarns and materials especially for the exhibition.