About the Project

About the Process

Niamh Evans’s Women™ series investigates the manipulative powers of the fast fashion industry and the detrimental effect it can have on the female body and mind. The physical damage of the fast fashion industry presents itself through the red marks left behind from strappy heels or skinny jeans, though the mental impacts run far deeper than skin.  Social media, fast fashion trends, and female-targeted adverts pressure women to become an ‘ideal’ form. Not only does this warp the idea of what a ‘normal’ body looks like, it trains women to believe they must be items of perfection and pleasure to be accepted. This photographic series documents this distorted view by showing women attempting to resist outsiders' manipulation.

The Women™ series process consisted of taking a wide array of photos of women with applied fabric extremities and labels. By analogising skin with fabric, I aimed to emphasise the illusion instilled in us by fast fashiom that the female form is malleable and open to be manipulated for other’s pleasure.  Using Photoshop, I then digitally sculpted the bodies into Barbie-doll and mannequin-like forms. In doing so, I aimed to dehumanise and commodify the women. Specifically, by removing the head, I wanted to remove the body’s ability to look back, thus stripping the displayed women of identity and control.

In the exhibition, five large prints are presented as billboard advertisements. These prints are accompanied by stitched ‘reels’ of smaller photographs, depicting the bodies being slowly deconstructed, as shown in the GIFS at the top of the page.

The heavily edited bodies, the 16:9 ratio, and the glossy, editorial aesthetic of the photographs aim to mimic the images which currently flood advertisement and social media.

Roll over image to expose the original photo

Niamh Evans

            @nje_photogrpahs

             niamhevans2000@gmail.com

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