Memories fade, so we invented a chemical process by which we can affix images of our world to paper. Yet photographs also fade, so we place them behind protective glass or store them away from the very light that brings them into being. By making fading the theme of her second solo exhibition at this gallery, New York– and Vancouver-based artist Barb Choit devised a novel way to frame the impulses behind, as well as the fundamental facts of, the medium. (In doing so, she acknowledges but adroitly sidesteps the pervasive arguments about photography and death.) The twelve pictures she exhibited are rich with associations, encompassing broad swaths of photography’s history while also offering sharp commentary on economic change, standards of beauty, and other facts of contemporary life. Though in line with the works exhibited in “Nagel Fades,” her 2009 show at Rachel Uffner Gallery, “Fade Diary” marked a significant step forward for the artist. This was a conceptually taut and strikingly elegant show.
These photographs are, simply put, views of storefronts. Each one focuses on a poster or a group of objects that has been in a window for an extended period; sunlight has diminished the bright colors of the items’ industrially printed surfaces. The large expanses of plate glass also function as mirrors, layering over the ostensible subject of each photograph a thin veneer of reflected imagery. Countless artists have taken storefronts as their subject matter, from Eugene Atget to Lee Friedlander, who se exhibition depicting mannequins in shop windows was on view in New York at the same time as this show. Choit brings to her project not only an awareness of this history, but also, at times, a wry sense of humor.
Five photos title Barbershop Fade (all works 2012) demonstrate this well. Each depicts a poster showing the hairstyles available within—including, of course, fades. The gridded images bring to mind everything from Bernd and Hilla Becher’s typologies to Arnaud Maggs’s serial portraits to Walker Evans’s 1936 photograph Penny Picture Display, Savannah. That the posters’ saturated colors have dimmed can be understood as a metaphor for the fate of such mom-and-pop businesses in the increasingly gentrified areas of Brooklyn where most of these pictures were taken. Kings County, which is coterminous with the New York City borough, was recently revealed to possess the third-greatest income inequality of any county in the state of New York. The solidly working- and middle-class communities that patronize such businesses are themselves quickly fading.
The other images on view are taken from the sidewalks in front of beauty parlors, corner stores, and travel agencies. In the salon windows hang posters of women sporting hairstyles evocative of an earlier era. Here, too, Choit plays on words, by titling these images Faded Beauty; in doing so, she reminds viewers that while our fashions change, our underlying standards of beauty—thinness, unblemished skin—are remarkably consistent. We see these women as being out of time, yet can understand how they were deemed beautiful at the moment each poster was made.
Choit’s color palette is necessarily subdued—cyans softened to a baby blue, magentas with their forcefulness drained away, blacks that are no longer truly black. This delicateness gives the photographs a nostalgic quality that never lapses into sentimentality. Perhaps the most mysterious image in the show is Untitled Faded Beauty (Asian Cinema), of a movie poster depicting a woman holding a phone to her ear. The image has been not only effaced by the cumulative effects of the sun but also obscured by the reflection of trees and an overcast sky. The viewer knows precisely what she is looking at; yet, as do many of the works in this show, the picture also affords the chance to ask why we try to capture our experiences and why, in the end, those efforts will necessarily fail.