Brand New, 100% Natural

The mechanically reproduced image shifts our relationship with the world through the processes of representation that it mediates. Popular advertising photography, through aesthetic form and mass repetition, defines the identity of its subject; this identity is both shaped by and generates a performed reality. The ‘plastic realism’ of a given subject not only informs the particular photograph displayed, but also confronts the ‘natural’ subject, now defined by its commoditized rendering.

Brand New, 100% Natural presents two catalogues which reveal how this process operates.