Commercial fashion photography relies heavily on aesthetic pleasure to market and sell products. More often than not, this genre of photography unapologetically exploits figures to achieve artful material. They shamelessly coax consumers into thinking they are able to obtain standards which are unrealistic and unattainable. The messages and processes imbued in these types of advertisements are harmful and problematic. They fail to connect with consumers in meaningful ways.
In the series "Artful" I have mimicked the style of commercial fashion photography by replacing people with dolls. The familiarity of the doll's arrangement illustrates how accustomed we are to overly edited, unrealistic images as the norm.
"Artful" condemns commercial fashion photography for frequently depending on sexualisation, objectification and voyeurism to sell products. The title takes advantage of the dual meanings of the word ‘artful’, to exemplify that commercial fashion photography shows creative skill and taste, but is cunning and skilful. The series is calling out these types of advertisements for rationalising themselves as art.