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My current project, Constructed Luxury, focuses on re-contextualising second-hand and affordable products through the visual language of high-end advertising. By creating campaign-style imagery, I explore how desirability and perceived value are constructed, questioning the role of branding and representation in defining what we consider to be luxury.
Through this approach, my work challenges the assumption that luxury is inherent, instead presenting it as something carefully constructed through visual and cultural cues.
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