Nazi Milk appears in several iterations and media in General Idea’s oeuvre but is always represented through Billy, a young blond man. In photographs, Billy is clad in a crisp white shirt and depicted against a bright-orange background. He raises a large glass of milk to his lips and bears a milk moustache. Looking suggestively at the viewer, Billy exudes conflicting messages. The milk he drinks alludes to health, wholesome values, and nature. His hair and moustache, however, are styled like Hitler’s and he is dressed as a Nazi Youth, indicating Billy’s association with Fascism. Nazi Milk is a cocktail concept that represents the conflicting forces of innocence and evil. It is a prime example of how General Idea explored taboo subjects.
General Idea: 13 Works That Changed Our Definition of Art
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General idea, Nazi Milk, 1979
Concept featured in diverse media