GEPFLEGT: KRASS

It is about branding culture in general, about fashion-related branding in particular, about the development of brand worlds, and about houw they get hitched to (and pervade) the bodies, minds, and soults of intelligent consumers. It critically reflects and challenges - in many words, in hundreds of images and thousands of pictures - the state-of-the art branding practices at a given moment in time. The given moment in time is now. The central viewing point is Zurich: a little big city of brand and luxury cultures, mainly inhabited by affluent western societies. The perspective is global: from the Westcoast to the Heart of Europe, from Lomé, Togo, to Shanghai, China , and back again. The intention: a visual and intellectual confrontation with the multiple brandings and self-brandings of ordinary and extraordinary people in everyday worlds from 2006 to 2008.