The art project FEMINismTC, however, suggests how a contemporary culture increasingly preoccupied with the tenets of shareable content — where “going viral” operates as a powerful commerce and culture engine — encourages the convergence of street wear with high art. Vienna-based artists Anna Ceeh and Iv Toshain hijack the very premise of fashion’s logo branding — sans irony, but with the “TM” being replaced by their “TC” initials as their faux trademark, obviously marked by a satirical sense — in simple T-shirts that unpack and make accessible identity politics in a playful yet intimate way.
