Roe Ethridge isn’t just an artist who does some editorial or advertorial work on the side. Ethridge’s archive of commercial work, found images, and internet screenshots all become part of the associative, dreamlike collections he has exhibited at Gagosian, Andrew Kreps, the Whitney Biennial, and MoMA’s Young Photography show.
Ethridge’s clients have included Kenzo, Pringle of Scotland, W magazine, Acne Paper, and Dazed & Confused, and the latest is a campaign for Supima cotton that riffs on vintage Supima ads from the 1950s and ’60s. The images on the left are found photographs, which Ethridge responds to on the right with models posed against exaggerated studio backdrops and lighting. The slideshow above includes the Supima campaign, one of the vintage Supima images, and past work by Ethridge.
