Beautification - Fledge - JPG
Beautification - Fledge - JPG
Beautification - Fledge - VIMEO 2m:26s


Beautification - - Fledge


Title of Piece: Beautification
Production Company: Fledge
Director(s): Reinis Spaile
Producer(s): Helvijs Finkis
Agency: none
Client: Kodak
Director of Photography: Jasper De Kloet
Production Design: Krisjanis Elviks
Script: Reinis Spaile
Costume Design: Eva Berzina
Music Composer: Aleksis Lurins
Sound Design: DD Audio
Instagram Tag:
Short Synopsis: A visual essay about the woman model who looks for ways to break out from photography.

In the past 2 centuries, beauty has been commodified for consumer culture. Image has been purposefully constructed to arouse fantasies for economic purposes. Beauty has become an object. The viewer enjoys it but fails to question what motivates this fantasy of visual perfection. Instead, the viewer becomes a protected voyeur.
The pioneer of BEAUTIFICATION in art is painter Rossetti who constructed a series of romanticized portraits of woman who stares nowhere. He started a cult of portraying ''physical loveliness' in modern art and photography. These images lacked narrative, and the viewer had unlimited access to the unprotected beauty of a woman's body.
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