DINTAGE: I Have A Terrible Fetish For Reality

This winter I collaborated with Dubai-based brand 'Dintage' to produce a campaign entitled 'I Have a Terrible Fetish for Reality'. The aesthetic and sartorial execution of this campaign is one that is in lieu with the brand ethos of Dintage, which describes its products as ‘Good Rubbish’. Understanding the nature of fetishism through both Marxist and psychoanalytical lenses allows for some exploration into their subversion as translated visually. According to Marx, ‘commodity fetishism’ refers to a mystical understanding of material once it has undergone an invisible process of labour; that is to say, commodities latently acquire a worth of their own outside of their direct utility, typically through an assuming of illusory social relations which create value. Meanwhile, a simple psychoanalytical understanding of fetishism refers to a form of sexual deviance involving erotic attachments to an inanimate object. Dintage’s self-awareness provides an ample basis for exploring the absurdity of fashion and its inherent reliance upon desire, through said lenses. The directed ‘desire’ is therefore one with an epistemological leaning towards ‘reality’ in the context of post-modernity and late capitalism. The styling therefore revolves around a humorous dichotomy of layering and revealing, with a focus on hyperrealism and theatricality. Find DINTAGE online here: https://dintage.studio/ https://www.instagram.com/dintage/?hl=en