It is important to make a distinction: fashion and trend are not the same thing. For example, there is now a trend towards Soviet nonconformists. And the good sales in this segment are quite justified: the legacy of the sixties is studied and revealed, and the best exhibitions are held one after another in respected museums. Most recently, works by Yuri Zlotnikov were exhibited at the Tretyakov Gallery, paintings by Lydia Masterkova, among others, were exhibited at GES-2, and the AZ/ART contemporary art center is now hosting an exhibition with all the stars of that era.
From the heights of the 21st century, we can already look at the phenomenon of the 1960s as a very comprehensive history that has stood the test of time. New names may still appear – who knows what treasures of the Soviet era remain in the mezzanines. But surely no one will write new works. So the popularity of this segment is not due to hype.
And even in this situation, you should not love the sixties with your ears and rush to urgently buy any available work. Every artist of each generation has its own golden age. For example, the period from the late 50s to the late 80s is considered the best by the nonconformist Yuri Yakovlev, but later works should be viewed with caution. In the 90s his health problems worsened, and even imitators appeared, so even a signature does not guarantee authenticity.
But when a fashion for specific names suddenly appears, this is already a serious risk area. For example, now almost no one knows the artists who were wildly popular in the 90s and who had galleries in the best locations. For example, generation zero. Because it was simply a clean salon – it was understandable for people who had just received their first big money, but did not yet have that experience, without which collecting is a minefield. And thirty years later, the acquired works are a rather toxic commodity that a decent collector would certainly not display in a prominent place.
The bad news is that the feeling of fakeness or unsuccessful work of a very good artist is formed gradually and it is not possible to quickly master the nuances. The good news is that reputation is worth a lot in the art market and there are not many galleries in Russia, so every step is visible. If you look at what reputable galleries (for example, pop/off/art, Anna Nova, PiranesiLAB or Futuro) exhibit and at the same time look at the ratings of promising authors, you can form a first impression. And art consultants have not been cancelled either: if you are planning a major purchase, it is better to ask a hundred different people for advice on the subject than to regret it later.
I wouldn’t even separate beauty and innovation. You can buy a still life, which will differ from thousands of others only by the shade of the apples, or you can buy a brilliant work by Varya Vyborova, which reinterprets the heritage of Van Gogh and Matisse. You can buy a stand for trinkets in an interior design store, or you can buy Lena Marru’s box, which will be both an art object and a successful decorative element in the interior. You can buy a landscape that vaguely resembles the paintings of the Crimean embankment, or you can buy a painting by Anya Demina, which you only need to see once in order not to confuse her with any other artist.
