Professional hand models are employed for a commercial shoot. They are instructed to squeeze lumps of clay and model these for a camera. This process is documented by an advertising photographer.
As they work, I interview the models. We discuss the political dimension of their profession. Notably, the casting of caucasian hands by commercial advertisers. As one model explains, her hand is as an archetype: it is clean, even-toned, white. It represents the hand of the 'normal' consumer. The privileging of white hands on the part of advertisers points to the normalising rhetoric that structures consumer discourse.
i- is an installation by Jeremy Hutchison. It was co-commissioned by Radar (Loughborough University, UK), and Rurart (Rouillé, France).
Radar: 11-19 January 2014
Rurart: 30 January - 27 April 2014
Art Brussels: 27 - 29 April 2014
Photographer: Jonathan Minster
Hand model: Brooke Colman