The system creates new brands and transmits them to people on a daily basis in different forms. In doing so, the artist relays the instinct of possession via common people. Regardless of purchasing power, today many people fool themselves into believing that they have moved up the social ladder by putting themselves in place of others who can afford such brands. The needs are no longer a biological of physiological concept but a psychological one. Fashion, advertisements and tools of mass communication decide what people need and what they should buy.
Enchanted by this discourse, people develop brand addictions. In her installation featuring herself photographed in front of a surface created and populated with brand logos, the artist somewhat criticizes the system by putting herself in the shoes of common people. Delving deeper into the subject, we are likely to encounter the concept of fashion at any given time and this is done through media using models. Regarding this topic Arthur C.Danto says, “On their own, models are tools for imagery and they serve whatever they represent. The identity of the models is disregarded entirely by the identity of the thing referred to with that name. Be that as it may, this does not disturb the ordinary person and s/he continues to be used by the system.
Denizhan Özer
Mart 2013, London
March 2013