What happens when you take a brand like Ralph Lauren out of context? What if its idea of a rich, successful and white American Dream encounters rough and minimalistic fashion photography? Belgian artist and photographer Ulrike Biets brings two completely different fashion subworlds together, trying to find out whether the brand’s image would also work outside of a snobbish, luxury-oriented setting. Could Ralph Lauren’s clothes and their message function, if they are not shown on revamped, glossy images of people with perfect symmetrical faces? Biets loves contradictions and is keen to leave as much of the interpretation to the viewer. She wants to raise questions and sow confusion. In her story she presents Ralph Lauren in an unprecedented manner: clean, raw and in a slightly weird atmosphere.

Photographer: Ulrike Biets
Words: Phillip Schmidt

Visit Ulrike Biets’s website:
www.ulrikebiets.com