#Waxchick made waves in the art, advertising and pop culture worlds combined in 2013, by capturing a sense of punk activism with the slick, glossy voice of the media industry. It directly addressed all 3 cultural worlds through a billboard street-art project and short film, engaging creatives and members of the public alike with its bold and socially driven voice.

Wax II continued the discussion raised by Wax I and launched a series of billboard displays and street art campaigns of Waxchick to raise the discussion of female representation in pop culture.

#Waxchick series directly address the issue of female representation in the public realm - the appearance and projection of women in advertisements and public presence: the way they are styled, stylised and presented in terms of physical appearance, dress, attitude to the camera, attitude to the viewer. It is embedded with a deeply personal aspect.

The artworks are an important discussion on the male-directed gaze of adverts generated predominantly by large corporations; perpetuating the view-point of the straight, male, gaze. The adverts we often see present a view through the conventional, often misogynistic male eye only: and in this way sexualising the female body or pacifying the female personality to become a stylised image constantly re-used for the purpose of selling, attracting straight-male attention, and using sex to sell.

The images I created for the WAX series make subversive commentary on this: encouraging viewer interaction & encouraging an unsettling emotional response by re-creating conventionally sexualised images to a dramatised extent. Using the external space of billboards and street art, the self-portraits pose a question to the public viewer - is this something you are prepared to accept? Or will this sort of imagery be challenged? Is there a limit to what a woman can do with her own body? Is it more acceptable if it has a selling purpose? It is acceptable for a man to use a woman’s body this way, or for her to use her own body in such context?

How far can we go within the advertising and public realm -how much can we show, what are the boundaries that companies are prepared to put forward and how does this effect the everyday-viewer who is subjected to this repetitive, overpowering, forced media.

In this project I referenced artists like Allen Jones and Guy Bourdin to analyse the way an image of a woman by a man vs an image of a woman by a woman in the same sexualised context is received - is our understanding of misogyny and the ‘male-gaze’ so internalised that we are prepared, as women to objectify ourselves through our choice of clothing and self-presentation?

BILLBOARDS various campaigns
︎ 2016-17