Offering a critique of imperialist thought, Edward Said’s Orientalism created a paradigmatic shift in understanding the relationship between Western (Occidental) and non-Western (Oriental) cultures. Yet Orientalism still pervades mainstream representations of non-Western cultures, which oscillate between intense fetishization and demonization, often in almost the same breath. See for example Dalia Dawood’s description of the Aladdin remake, released this year, as ‘yet another example of Hollywood constantly misrepresenting the Middle East either as a barbaric place of war and terror or exoticised as one full of allure and belly dancers.’ Self-Orientalism, then, is when the East or non-Western individuals represent themselves through the eyes of the West, reflecting the unequal cultural relationship. Cross-cultural representation is therefore fraught with difficulties, and culturally liminal artists are often tasked – willingly or unwillingly – with negotiating these difficulties.
Ghada Amer was born in Egypt but moved to France at a young age where she was then educated, she now lives and works in New York City. This background places Amer firmly within the precarious culturally liminal zone. In Private Rooms (1998), Amer negotiates the danger of eliciting the Western desire for the culturally Other whilst simultaneously employing explicitly cultural material for Western art consumption. The piece explores the themes of culture and sexuality, both sites of intense Orientalist interest, further complicating Amer’s negotiation task in avoiding the pitfall of self-Orientalising.
Private Rooms is emblematic of Amer’s oeuvre in its use of embroidery, calligraphy and allusion to the female body. These material and visual techniques all speak in some way to Amer’s thematic concerns surrounding sexuality and culture; a sculpture comprised of fifteen suspended satin garment bags, dyed with rich saturated tones of blue, pink, green, orange and grey whose shape mimic the body of a woman in chador. The satin of the garment bags shimmer responsively to the light and are offset by the clinical white gallery walls. These material characteristics lend the piece a voluptuous beauty and life-like presence within the gallery space. On closer inspection, one will find embroidered across the satin garment bags all of the sentences that speak about women in the Qur’an, translated into French.
By using the medium of embroidery Amer participates in the tradition of feminist embroidery art which aims to elevate the medium of needlework, a medium which has been historically feminised and thus not considered a ‘high art’ form. Rozsika Parker aptly describes how embroidery ‘has provided a source of pleasure and power for women, while being indissolubly linked to their powerlessness.’ We can see clearly how this consideration might be applied to the female body and sexuality, a site of both power and oppression. Thus, by applying embroidery directly onto the chador-like figures, Amer brings this allegorical comparison into sharp relief. However, Amer complicates the Western focus of the feminist embroidery tradition. Whilst Amer’s use of embroidery has been discussed in reference to English sewing practices, we should note the historical Orientalist interest in oriental carpets that it also connotes. This complicates Amer’s allusions through embroidery because they come to represent not only the relegation of female arts, but also the Orientalist fascination with Eastern craft products, an interest which was served and perpetuated by an unequal system of cultural and economic imperialist relations. Rather than reinforcing oppositional notions of Us and Them, Private Rooms through its use of embroidery unites diverse experiences of oppression which occur in both Western and Eastern cultures. Rather than using Eastern cultural imagery/material to cultivate an Orientalist sense of ‘authenticity’ or intrigue for Western art consumption, she situates her materials within a universal framework.
Through use of the embroidered word, Amer makes reference to the calligraphic tradition which is so central to Islamic art. However, Amer interferes with the visual language of Islamic calligraphic traditions through her use of heavy-handed stitching, inclusion of loose dangling threads and use of capitalised roman script. This unorthodox use of the calligraphic medium reveals the possibility of operating within the aesthetic boundaries of a culture whilst inflecting it with a unique sense of identity. Another dimension is added to the calligraphic element of the work by the fact it represents words from the Qur’an: due to the special reverence for the Qur’an in Islam as being both miraculous and inimitable, this could be considered inherently subversive. However, within the Islamic tradition, once the Qur’anic word is translated it no longer possesses the uniquely sacred character of the Arabic original. Amer therefore simultaneously demonstrates cultural respect, or desire to avoid offence, by not using the original holy Arabic, whilst gently challenging the tradition by asserting her right to use and reflect upon the text (and to assert a specifically gendered reflection through the inclusion only of verses which refer to women). Thus, Amer demonstrates the ability to be simultaneously respectful and critical of a culture through her ambivalent use of the Qur’anic word. Furthermore, the use of translation foregrounds an important thematic concern: that of the inevitable translation effect in encounters between different languages, and more broadly, between different cultures.
Female Dress and The Female Form
Whilst not being a figurative piece Private Rooms is saturated with allusions to female dress and the female form. As Fereshteh Daftari perceptively observes, the loose threads in her embroidered works evoke ‘the reverse side of a highly finished sartorial item.’ As previously mentioned, the suspended figures evoke an image of chador clad Muslim women and the use of clothing bags as the primary material only serves to make this link more lucid. A multiplicity of meanings are latent within the sartorial body imagery of Private Rooms. The female form is symbolised as hanging lifelessly, as closed within a metaphorical chador, evoking a claustrophobia that is enhanced by the use of bags which create a symbolic double enclosure. This claustrophobic imagery is then further enclosed with textual embroidery. We must peel back many layers to reveal the physical body which lies beneath. In this way, Amer successfully reflects the layers of coded social meaning, as well as physical layers, which wrap the female body. This is particularly pertinent within the framework of the Western fascination for Islamic veiling practices, as well as revivalist Islamic movements’ emphasis on the same. Amer demonstrates how women are encased within sartorial expectations, as well as the weight of tradition. The Western art spectator adds a final layer of ideologically coded wrapping as they view the piece.
Even in her use of Oriental cultural material then, in this instance cultural sartorial material, Amer is able to avoid over-simplification by consciously questioning the layers of meaning which are piled onto the female form. Furthermore, she brings the Western art consumer into the process of meaning-making, encouraging them to question their complicity in the process of ideological entrapment of women in general, and Muslim women in particular. Additionally, the sensual beauty of the fabric and colours used in the piece act to offset the dark and heavy image associated with Islamic restrictions of dress and thus undermine Orientalist perceptions of the traditional Islamic woman.
Through her use of embroidery, calligraphy and imagery of the sartorial female form, in Private Rooms Amer presents a nuanced and sensitive vision of cultural difference. She avoids reasserting tropes from the ‘Occidental script’ and thus reinforcing oppositional notions of Us and Them. Instead she unites diverse experiences of oppression across cultures and undermines Occidental notions of Islamic womanhood in various ways such as through presenting diverse Qur’anic views on the subject. Furthermore, she universalises her materials, as can be seen in the use of embroidery, or shows the potential to adapt cultural material, as can be seen in her subversion of the Islamic medium of calligraphy. Importantly, she demonstrates consciousness of the Western consumer of her work, and consciously creates room for this viewing dynamic within the piece and in doing so takes control of this viewing dynamic: the very antithesis of self-Orientalising. The piece thus utilises Amer’s status as a liminal artist between cultures to bridge the cultural dichotomy between Us and Them rather than reinforce it.
Words by Alis Shea
 Dalia Dawood, ‘The new Aladdin film is shot in Surrey, but that’s the least of its problems’, Gal-dem (28 May 2019) http://gal-dem.com/the-new-aladdin-film-is-just-as-orientalist-as-the-last/ [accessed 24th October 2019].
 Laura Auricchio, ‘Works in Translation: Ghada Amer’s Hybrid Pleasures’, Art Journal (2001), p. 27.
 Brian Spooner, ‘Weavers and dealers: authenticity of an oriental carpet,’ in The Social Life of Things, ed. Arjun Appaduri (Cambridge: Cambridge University Press), p. 224.
 Fereshteh Daftari, ‘Beyond Islamic Roots: Beyond Modernism’, Anthropology and Aesthetics (2003), p. 177.
 Daftari, ‘Beyond Islamic Roots: Beyond Modernism’, p. 177.