It’s often said that fashion is a matter of taste. Or is it the other way around and is taste a matter of fashion? To what extent are our preferences and ideas of beauty really our own?

Looking closely at the fashion industry through the images it produces and asking others to look with us, we collected words and phrases that became the material from which we created new images.

The project and its publication consist of four interpretative layers: original fashion ads, image descriptions, their translations into photographic images, and six contributed short stories inspired by these visual re-readings.

This is a project by Hymmen & Hiroi.