Fiona writes and makes. Sophie and Maeve design. Steff constructs. Lucy and Catriona curate.
The Persistence of Type – a collaboration between Sophie Dyer, Fiona Jardine and Maeve Redmond, curated by Panel (Catriona Duffy and Lucy McEachen) – is framed within the excavation and reworking of selections from the archives of Edinburgh based design agency Forth Studios (1954–1989), Post Office records, and clippings from local news sources. It explores the roles attributed to women in the Scottish advertising and marketing scene of the Seventies and Eighties, and the oscillation between girl-next-door, mother and professional in the field of affective labour-roles attached to those women.
By deconstructing and re-presenting campaigns for British Caledonia Airways and Tennents 'Lager Lovelies' (now something of a cult or urban myth), a new narrative emerges. A character ('Elida'), featured on one of the billboard pieces, becomes a voice within the exhibition, and makes bold but vague statements such as “Elida penetrates text with image as a means of disruption” and “Elida likes erotic text and soft focus imagery” – alluding to themes that are picked up on in the exhibitions accompanying programme of performances and events.