Fashion is closely linked to identity and high-end designer fashion in particular has become more and more aspirational for people, especially young people. This is because the fictional storylines, characters and locations used in luxury photo shoots create a tempting fantasy of beauty, glamour, desirability and happiness that is associated with these expensive brands.
Many people buy-in to these ‘lifestyles’ of rich people with expensive clothes and places and see it as a mark of success. As such, the need for young people, especially those on social media platforms like Instagram, to access these brands for their sense of self-worth is very strong. Their limited incomes will not stop them. Where there is enough aspiration, motivation and creativity, the unreachable can become attainable – or at least the obstacles can be worked around through faking it.
This is the basis of this conceptual shoot. I called it ‘Fake Sh*t’ because it shows young people mimicking this luxurious aspirational lifestyle wearing high-end designer brands (Gucci, Louis Vuitton and Burberry) which are actually fakes that were put together for a fraction of the cost of the real thing, and enjoying themselves in beautiful surroundings (Coombe Abbey – a historical country house and grounds) that is actually open to the public. The message is that for many people, the image of this ‘fake reality’ is more important than the truth.