Gerty Vos

We identify ourselves with brands. In this work, I associate these brands with their ephemerality. V&D was an established department store In the society . The department store was founded in 1887 in the Netherlands, a brand you grew up with: something you expect it is always there and always will be.  Only on December 31, 2015 the chain went bankrupt.

The popularity of this typical Dutch department store decreased. The brand was increasingly seen as old-fashioned, out dated but once the bankruptcy had taken place, buying the last pants and blouses led to feelings of melancholy and mourning at staff and customers: the blues of V & D