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A New MOCA Exhibition Spotlights Denim that Defies Norms

Non-gender, non-demographic denim brand 69 has a new platform to express its vision for a fluid future: a solo exhibition at the Museum of Contemporary Art (MOCA) in Los Angeles.

For its first museum solo exhibition, titled “69: Déjà Vu,” the L.A.-based label presents a survey of its non-binary clothing along with a selection of irreverent and inventive videos and photographs that blur the line between promotional material and artwork.

The exhibit includes highlights from all of 69’s collections, from its first in 2011 to the upcoming Spring ’19 collection, as well as pieces of denim furniture.

Founded in 2011 by an anonymous designer, 69 has developed a cult following for its voluminous and architectural denim made in L.A. Garments are designed to be timeless and classic, but relevant for the present and future.

In an interview with Vogue about the exhibit, the anonymous designer said, “This show is like our version of Madonna’s Immaculate Collection. It’s the greatest hits, the heavies.”

Upsized button-down shirts, shapeless one-pieces and blazers with pockets the size of large carryalls are among the brand’s most tame pieces, while brimless caps with cascading denim fringe and tie-dye scarf jackets deliver drama.

The brand also breaks norms in its campaign imagery. 69 is currently casting “moms and grandmas” age 50 and older. Previous campaigns included models dressed as werewolves.

The exhibit, curated by MOCA associate curator Lanka Tattersall, will be on display at the MOCA Pacific Design Center from Aug. 4 to Oct. 28.