General Idea



General Idea was founded in 1967 in Toronto by AA Bronson (b. 1946), Felix Partz (1945-1994), and Jorge Zontal (1944-1994). Over the course of 25 years, they made a significant contribution to postmodern and conceptual art in Canada and beyond.

With their subversive approach and interest in parody and appropriation, General Idea addressed a broad range of social issues including consumerism, media consumption, the cult of the artist, and AIDS.

General Idea were both prolific and multi-disciplinary (long before it became de rigueur) creating works in photography, sculpture, painting, mail art, video, installation, multiples, and performance. 

In 1970, General Idea introduced the inaugural Miss General Idea Pageant during the intermission of a play hosted by the Festival of Underground Theatre in Toronto. 

This conceptual parody served as a conduit to explore some of General Idea's interests in gender, iconography, and popular culture. The concept was realized in various mediums and iterations over a period of nearly 20 years.

This early and iconic screenprint features a found image of Glenn Lewis aka "Flakey". The image was later reproduced in the retroactive 1971 Miss General Idea Pageant Entry Kit, which contained a selection of ephemera relating to the contestants.

It can't be emphasized enough how transgressive and unfamiliar an image such as this was in the early 1970's. Today we are accustomed to images of fetish, leather, gender fluidity etc. in our culture...but 50 years ago this was incredibly provocative. 

This is a fantastic example of General Idea's work and a striking memento from their early years. It can be found in the permanent collection of numerous museum's including the MoMA and The National Gallery of Canada.

Questions about this artwork? Contact us or call +1.416.704.1720

"Artist's Conception; Miss General Idea Pageant 1971"

Canada, 1971

Screenprint on wove paper   

Signed and numbered by artist

From an edition of 10

40"H 26"W (work)

42.5"H 28.25"W (framed)


Mild toning but overall very good condition. 

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Our inventory is divided between New York and Toronto. 

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We can ship anywhere. Typically when we ship within North America we prefer to use FedEx or DHL. To Europe, Asia and beyond we generally use DHL. 

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Occasionally we will recommend that an artwork be removed from its frame for shipping. Larger framed works are typically framed with plexiglass. We export over 80% of what we sell, so we are comfortable shipping anywhere. 

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When a work is valued above $2,500 usd there is a possibility of tax of 0.35%, but this is applied sporadically. There can similarly be an additional fee for customs brokerage and this can range from $20 - $65. US Taxes, duties and customs brokerage are not included in our flat rate shipping. However most of our shipments to the US enter without any additional fees. 

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Yes, we guarantee everything we sell. We can provide both a digital and printed version of our certificate of authenticity. 

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