A street art criticism towards the fashion industry
In 2012 I was confronted with these fashion ads of artificial, extremely tanned models. At the same time, brands all over the world are erasing any imperfections women can have. So I placed a Photoshop toolbar on ads all over the city, sending a message to both fashion brands and women, to make them feel better. Blogs and websites all over the world wrote about it, and it went viral on social media. But the best reward of all were letters of women writing and thanking me for speaking up for them. In 2014 I was invited to exhibit a new series at KK OUTLET (Kesselskramer) in London. All the money was donated to the fight against anorexia.
In 2014 I was in invited by Kesselskramer to expose a new series of my Photoshop Adbusting for The Setup, an exhibition which takes its aesthetic reference from fashion shoots but reveals a slightly more sinister side of the fashion industry.