Whether you find his work disturbing or beautiful, the enormous talent of the Spanish artists Vermibus and his ability to amaze spectators using only brushes and solvent cannot be denied. During the years of his public interventions, he became one of the most notable figures in the field of culture jamming and one of the most successful artists whose work is centered on the critique of consumerism. Last week, Vermibus was in New York where he begun the work on his new project which will run through the first week of October, following the major Fashion Week events in four fashion capitals from New York to Paris. Although still at its beginning, the Unveiling Beauty series, Vermibus is currently working on, is one of the most complex projects the artist has done so far, and I think it’s safe to say that once finished it will probably become one of the crowned jewel in his ongoing fight with the constructed and dictated standards of beauty.
Unmasking Fashion Industry
Undoubtedly one of the key points in the work of Vermibus is the critique of consumerist culture and its main features, one of them being fashion industry and branding. Fashion posters found on the bus signs and advertising boards are one of the main channels for sending the message to the consumer. We as citizens are confronted with the unified portraits of unrealistically looking models every single day when we leave our home, but we became too used to the imagery, often forgetting about the ideology behind the adverts. Throughout his work, Vermibus challenges the way we feel about those figures of beauty, unveiling the manufactured nature of physical attractiveness presented in the series of retouched photographs. Using solvent to erase the poster layers, Vermibus uncovers the true face of consumerism which is scary and terrifying but it definitely achieves the purpose of waking up the ordinary consumers and making them rethink their consumption practices.
Unveiling Beauty Project
Just like in the previous project, perhaps most notable being Dissolving Europe and Unmasking Kate, Unveiling Beauty relies on the same style of work but to a greater extent. The initial idea is to follow the most influential Fashion Week events, popularly named the “Big Four”, and through a series of interventions reflect and criticize the fashion industry at its core. Using the same technique in modifying the advertisements and reintroducing them to the streets, Vermibus will engage in a dialogue with the current trends in exploitation of human bodies in marketing strategies and the beauty cult which is created at the catwalks. So far, we had the opportunity to follow the placement of the first artwork, and to see several other interventions Vermibus was engaged in in the last couple of days. Beautiful in their unordinary way, works displayed in New York look like a perfect introduction to the Unveiling Beauty project and we are pretty excited to see what Vermibus has in store for the citizens of London, where he will travel next. In the meantime, you can learn more about the project from the first hand, so make sure you check out the interview we recently shared with Vermibus.
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All images courtesy of Vermibus