Photos by Daniel Terna. Images courtesy of 321 Gallery.


Fierce (Untitled)
April 19–May 11, 2014

"I am here at the midtown Abercrombie & Fitch store on a rainy day a week after the New Year to meet with Am Schmidt, who has recently finished Fierce (Untitled), a performance piece in which she wore A&F graphic t-­shirts and the brand’s “Fierce” cologne every day for a year, from November, 2012 until the following November, and documented the experience through daily photographs. She appears from around a corner of the building in a white fur coat and hat, apologizing for running late. Somehow I get the feeling that after dressing like a young teen girl for the last year, Am is making up for it."*

321 Gallery presents Am Schmidt Fierce, both the artist's as well as the gallery's first solo show. The work on display will include clothing and the 365 daily photographs taken over the course of the project. A limited edition book with text and images will also accompany the exhibition.

Am Schmidt is a Brooklyn-based artist making performative and conceptual work that examines the act of self-representation. Schmidt explores the relationship between branding, consumerism, and identity, while also activating questions of authorship and authenticity. She earned her BFA in sculpture from Pratt Institute in Brooklyn and has exhibited and performed at White Box Gallery, Momenta Art, CAGE, Recession Art, The Ho_se, Silent Barn, New Century Artists, and others.

*(Excerpt from Fierce (Untitled), by Daniel Terna 2014). (PDF)