The project examines gender perspectives and the stereotypical representations of femininity, particularly within the context of women’s magazines. With over 130 women’s magazines in circulation worldwide, these publications often feature portraits of conventionally attractive, young, and charismatic women promoting commercial products, services, and lifestyle ideals.

Since the invention of the daguerreotype, the success of a marketable portrait or cover image has been closely tied to the perceived physiognomic beauty and feminine appeal of the featured individuals. This association is so strong that colloquially, we often refer to individuals as ‘the face of this or that magazine.’

However, within this context of branded femininity, a woman’s face often loses its individuality and becomes merely a decorative element conforming to constructed beauty standards. This raises questions about the true essence of identity conveyed through facial features. Can a smile, expression, or nose shape truly speak volumes about a woman’s identity?

To explore these questions and engage in societal discussions around portraiture, femininity, gender, consumer culture, and identity construction, the project features candid portraits of anonymous women from diverse locations around the globe. Through digital compositing techniques and added props to these portraits, the project contributes parallels of false, quasi-semantic identities that challenge conventional notions of femininity and identity.