Skip to main content

Persona Consumer

Ural Vision Gallery, Yekaterinburg, 2016

The word «personality» comes from the Latin word «persona», formed from the Greek πρóσωπον – «mask». Today it is well known that the cult of death masks was widespread in ancient Greece and Etruria, and masks were used in Greek theater. Anyone could become a «person» only wearing a mask and embodying a certain image. Today in the context of globalization, our image is built only on the basis of what we consume.
I went in the opposite direction and created masks of my personality. I took the casts of my face using plastic bags as material, which are the most popular package and the invariable attribute of commodity-money relations. These masks are very light and amorphous, but they are durable and can survive for hundreds of years, even without the museum’s storage.