Fashion’ Photography is one of the most inherently commercial of photographic practices. It offers a stylized commercial ideal. We are allowed to buy into this ideal by buying the clothes and the accessories presented to us. We dress and groom ourselves according to today’s ‘fashions’ and how we view ourselves as fitting into this invisible social narrative.

Our style choices are a projection of this. It is not just how we view ourselves, it is how we want to be viewed.

Yet these choices are limited. We all buy from the same ethically dubious high-street outlets. We are consuming inside a closed system with a finite selection of clothing and accessories. How are we able to project what makes us unique when we dress the same?

This project is an experiment to reduce our choices from the large but nevertheless finite high-street selection to a finite selection of four of this seasons up and coming ‘looks’.

The subjects were unknowns, brought into the studio and asked to make a choice between the four outfits and dress themselves. They were then asked to pose in the studio as they felt was appropriate.

The following is a sample of the result