“TO DUST THOU SHALT RETURN”

Some fresh experiments about the power of brands. I like to transfer the printed page on a digital media. What I do is a continuation of a process started with the photographers who, in first place, took their pictures with a digital camera and ended up seeing their work published on glossy paper. I close the circle by reversing the process. The printed paper turns to digits. My hope is to capture something in between: atoms escaped from the hurried world. Unnoticed things. The impact released by the published media is not too much of a smart weapon because – if you think about it – too much energy is wasted. Copyright should be called copywrong. Intellectual property is nonsense when beauty ends up unconsumed.

Many thanks (and my apologies) to Condè Nast. The photographs featured here have been photographed from the June 2011 italian edition of Vogue.

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