Branding - adel.a.novak

This project explores how personal visual language is formed through the everyday act of collecting images. Using outfit photos, screenshots, selfies and random images from an iPhone camera roll, the work examines how taste, identity and branding slowly develop through repetition. The camera roll becomes both archive and self portrait, a record of attraction, obsession, humour and memory. Responding to digital culture and contemporary fashion media, the project questions the permanence of online identity and the pressure to constantly curate oneself. By translating these digital fragments into physical form, the work preserves a temporary visual world that might otherwise disappear with the device that holds it.