NEW BEGINNING / NEW ENDING
Poster series realized at AKV|St.Joost Master Institute and inspired by Plunge, the 2017 album by Swedish singer Fever Ray.
The artwork is a direct reflection of the artist, even if it depicts a different singer: a highly aesthetic and cryptic visual mixed with popular references, but underneath it deals with the women's freedom to chose what to do with their body, against standards imposed by society and conventions in a relationship. The beginning and the ending of a new phase of life, never fixed but in constant transformation in appearance and behavior.
«Yeah, it’s like when Britney Spears shaved off her hair that time,» she says, referring to Spear’s infamous haircut from 2007. «I love that idea of shaving your head and starting a new beginning.»
— Fever Ray for The Guardian, 2017
POSTER AND APPARELL
The poster is realized with two different techniques: the pictures is digitally printed on super glossy paper, while red typography is silkscreened. The picture for the apparel (t-shirts and tote bags) is hot-stamped while the typography is still silkscreened.
EXHIBITION
Poster and flyers were exhibited during AKV|St.Joost Master Institute's Open Day in November 2018. Being in the middle of the room means to be under the spotlight, and Britney is surely used to it. The black block holds the artwork and puts it in front of a red light beam, playing with the glossy reflections of the poster.
The flyers sums up the main inspirational points from Fever Ray's interview with the Guardian.
Pictures by Annemee Dik
