The beauty-cult is as firmly established on the catwalks of every Fashion Week as it is in the advertising they generate. The fashion industry uses the body as a tool in order to sell products, sell consumerism. The image of the body in advertisements limits and oppresses an individual’s true beauty, concealing it behind the false rhetoric of its own liberation.
In a new project, Unveiling Beauty, Vermibus has reflected on this use of the body, and on standards of beauty imposed from above, within the framework of the Fashion Week circuit, via a series of public interventions. Unveiling Beauty, as the name suggests, reveals the beauty that lies hidden behind the make-up and the retouching that are used within the fashion industry and also as it publicly stages itself through advertising.
On September 2015, Vermibus has followed the route of the most influential Fashion Weeks, travelling to New York, London, Milan and Paris. Analysing and revealing the true beauty that lies hidden behind the various campaigns that are forced upon the public spaces of these cities