From 10 April to 24 October 2010 the Zeeuws Museum in Middelburg (Netherlands) presents the exhibition MODEMETMONIQUE. In the same way that the Zeeuws Museum questions the role and function of a regional museum, Monique van Heist explores the conventions and borders of the fashion world. Monique van Heist’s work and the museum’s collection are fused in an installation.

In the exhibition MODEMETMONIQUE, Monique van Heist reflects upon the collections of the Zeeuws Museum thus providing a new perspective on the museum’s local identity. The exhibition’s thread is hellofashion, Monique van Heist’s perennial collection of clothing, accessories and lifestyle articles such as recipes and furniture. The collections of Monique van Heist and the Zeeuws Museum are fused into an enormous ‘wardrobe’. In addition to clothing and objects, the exhibition contains a series of photographs and the three-dimensional hellobedroom installation. The visitor is transported to Monique van Heist’s studio.

Monique van Heist began her label ‘moniquevanheist’ in 2004. She explores the boundaries of clothing. She in inspired by her observations of the banal: at the supermarket checkout, on the streets and on TV. Monique van Heist translates her fashion-sociological findings into a collection concentrating on wearable, unisex garments. In 2008 she won the prestigious Mercedes-Benz Dutch Fashion Award.