PHEROMONE SPRAY - Presentation

Inspired by the theme of unveiling, the artist created the Pheromone Spray Series, offering a modern take on the myth of Aphrodite.

While set against a backdrop of commercial logos, these works evoke the image of the fragmented Venus of Milo, prompting a "reinterpretation of Hellenistic beauty."

They emulate the poses and mannerisms typical of ancient statues while introducing a vibrant color palette that contrasts with the traditionally monochromatic Greco-Roman aesthetic.

The drapery, poses, and the concept of veiling and unveiling the goddesses’ forms are approached through a contemporary lens. The selected logos, chosen for their cultural significance, add a provocative dimension.

This series juxtaposes the understated elegance of ancient marble with the boldness of modern advertising, highlighting the contrast between the purity of youthful Aphrodites and the often suggestive nature of commercial imagery. Yet, from this unexpected fusion of seemingly opposing worlds emerges a surprising grace and harmony.

The PHEROMONE SPRAY project consists of 3 series:

- Part I - VENAL (M.I.L.F., Rich Bitch and Fuck Hussy)

- Part II - AESTHETICAL" (Housewife Aphrodites, Well-off Venuses and Love Goddesses)

- Part III - CARNAL" (Home deities, Corporation deities, Branded deities)

“VENAL”

In the first part of the project, titled “Venal,” the artist portrays women in an openly provocative manner. The interplay between the imagery and titles (M.I.L.F., Rich Bitch, and Fuck Hussy), combined with the symbolic opening of shirts referencing consumer culture and logos, creates a tension between two seemingly disparate visual worlds. Despite this friction, neither the coherence nor the inherent beauty of the series is compromised.

“AESTHETICAL”

In the second series, “Aesthetical,” the artist reimagines the depiction of women by drawing inspiration from the poses of Greco-Roman statuary. Titles like Housewife Aphrodite, Well-off Venuses, and Love Goddesses align with the postures and logos featured in the works. Once again, the juxtaposition of two contrasting realms enhances the series' overall unity and harmony, as reflected in the refined poses and gestures of the models.

“CARNAL”

In the third part, “Carnal,” the artist delves deeper into the dialogue with Greco-Roman statuary, adopting a more visceral, raw, and distinctly carnal approach. A pronounced erotic element infuses the series, adding intensity without diminishing its aesthetic quality. Titles such as Home Deities, Corporate Deities, and Branded Deities resonate more explicitly with the thematic fusion of divine figures and consumer-brand iconography, blending two seemingly opposing worlds: the sacred and the commercial.

The project draws inspiration from the aesthetic and symbolic codes of ancient statues, juxtaposing this timeless imagery with the iconography of modern consumerism. It explores a contemporary vision of the tension between these elements.

What role does the logo play in everyday life? Often, logos present themselves as symbols of freedom, contrasting with other societal “logos” such as those of law enforcement or emergency services. For individuals, logos offer a kind of sanctuary, an escape from the normative constraints imposed by the state. This paradoxical relationship between logos and “mental contamination”—the pervasive influence they’re often criticized for—is at the core of the project’s inquiry.

Yet, logos are more than just identifiers; they are tools of communication and cultural markers, a balance of influence, allure, and behavioral suggestion. They possess a quasi-religious allure, structuring our social landscape with a force that transcends cognitive bias or persuasive intent.

Logos also carry an emotional charge. For some, they serve as simple markers; for others, they are revered with an almost religious devotion.

The project visually examines this religious and iconic function. Do logos serve a role similar to the household gods of ancient Greek and Roman times? In some ways, yes. They evoke belonging and identity, acting as emblems of lineage and tribal affiliation, while also carrying an undercurrent of exclusivity and social hierarchy.

In this ambiguity, logos can be both unifying and divisive. The series highlights this tension through bodily poses that are both nurturing and provocative, symbolizing the duality of two worlds in flux. The visual alchemy of this interplay is central to the work.

The logos chosen represent a range of types—goddesses of the home, of luxury, of love—each reflecting a system of categorization and visual segregation. Logos confer a status akin to “untouchability” as in the Indian caste sense, enforcing a hierarchical division. For the viewer, they exert a magnetic allure, akin to a pheromone trap, which inspired the series' title. But where does the real allure lie? In the allure of the female form, or in the allure of the logos themselves? This dual fascination, ambiguity, and femininity define the project.

This is the essence of the “Pheromone Spray” series, balancing darkness with attraction. 

The artist collaborated with multiple models to bring the vision to life.

Additionally, Pheromone Spray is the outcome of a partnership between the artist and a dedicated team, who collectively worked on selecting logos and designing models inspired by Greco-Roman sculptures.