unveiling beauty

Berlin based artist Vermibus is thirsty, he wants more, tired of random advertising light boxes, he wants them bigger; he wants them to be special; he needs to go further. Thus, in order to quench his thirst Vermibus' next project is huge but simple: ‘Unveiling the Beauty’ of all the international Fashion Weeks in September from Europe to US. Get a taste with the teaser below.

As points of reference in the fashion industry, Fashion Weeks form and lay down specific standards of aesthetics and beauty, and market them via their advertising: just one more strategy in the globalisation of Western consumer culture.

The beauty-cult is as firmly established on the catwalks of every Fashion Week as it is in the advertising they generate. The fashion industry uses the body as a tool in order to sell products, sell consumerism. The image of the body in advert- isements limits and oppresses an individual’s true beauty, concealing it behind the false rhetoric of its own liberation.

In a new project, Unveiling Beauty, Vermibus will reflect on this use of the body, and on standards of beauty imposed from above, within the framework of the Fashion Week circuit, via a new series of public interventions.

Unveiling Beauty, as the name suggests, reveals the beauty that lies hidden behind the make-up and the retouching that are used within the fashion industry and also as it publicly stages itself through advertising.

Next September, Vermibus will follow the route of the most influential Fashion Weeks, travelling to New York, London, Milan and Paris. And he will analyse and reveal the true beauty that lies hidden behind the various campaigns that are forced upon the public spaces of these cities.” 


Vermibus is currently having an exhibition at Open Walls Gallery in Berlin, you still have until the 25th of July to check it out.