French artist Fred Allard says, “Art is the way I express my feelings.” Allard’s style is creating art pieces surrounding fashion using different textures, colors and pictures that express his artistic voice. As a result, Allard revolutionizes the way we look at the bag as a fun, characterful and quirky object.

His recent project ‘Vide son bag’, features a series of bag designs that combine the ordinary with luxury: Campbell soup cans with Chanel handbags, Coke cans with Louis Vuitton bags, Chup-a-chup lollipops with Cartier paper bags – resulting in a style that is funky, unique and fresh. The bags of ‘Vide son bag’, fall in three different categories: the IT Bag, the Basket Bag and the Shopping Paper Bag. With each of these types of bag, he questions our way of using them – the shopping bag does not contain luxury articles but is amongst the most practical; the basket bag, an epitome of practicality and function; and the IT bag, authentic high fashion bags that he fills with everyday products to show the place of the luxury in our everyday lives.

With a background in fashion, Allard has a keen sense of textiles and colors and how they shape imprints, iconographies and culture. He is deeply inspired by street art, pop art, and music and finds food for thought in magazines and department stores. He finds value from observing the street, mixing the array of colors and materials from everyday life in his pieces and weaving commonplace objects into his works. The Allard style is an enthusiasm for materials, words and colors. He manifests his style onto his bags, which he seems to treat as sculptures of the humanistic desire for material wealth: the bag is a symbol of the lives we carry with us – it is both an intimate and personal object.

Beyond just the commonplace, at the heart of Allard’s works is the desire to portray the zeitgeist of the modern society: how our consumerist attitudes and need for status symbols blinds the simple joy of living in the ordinary. His works capture the “everyday objects, like uniting two opposites, the contradiction and the mix,” says Allard. By aligning Hello Kitty next to Hermes, he highlights the contradiction by “combining high end shopping bags and filling them in with products that can be bought from the supermarket, a perfect combination which perfectly blends together to create a unique object.”

Allard studio mirrors that of his works – spray cans lying around, graffiti all over the walls, machinery to create his sculptures of bags, as well as his artist tools: sand, boards, buckets, masks, clamps, brushes, hammer, screws. His studio has the same wealth of textures as his bags have colours. It is no wonder that his studio in the south of France is the incubator for his expressive thoughts.

“Luxury becomes popular and what’s popular become precious”, says Allard. ‘Vide son bag’ juxtaposes the ordinary with the luxury to bring out the fun contradiction of everyday living.

*For more information, please visit www.galeries-bartoux.com.

This story first appeared in Art Republik.