Daniele Buetti

Looking for Love (Christian Dior), 1997/2000

Daniele Buetti started the photographic series Looking for Love in 1995, addressing consumer society’s belief in labels and logos from the point of view of an expanding cult of fashion and beauty. Based on reproductions of famous models from fashion magazines, the artist draws on to the backs of which arabesque like deformities, ornaments, and brand names. “The closing years of the twentieth century are a period in which the body is of a central importance. Exalted exorbitant prestige, beauty and sports are cultivated with almost religious devotion. Metaphors of the body are taking over our vocabulary. […] These skin drawings throw an everyday relationship into sharp relief: products, and the brand emblems get under our skin and make themselves at home in our subconscious, into which they are insinuated by the suggestive technique of advertising.” (D. B.)