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Medium: iPhone photography

2020 - 2023

While I was living in Milan on a student visa, I kept seeing people dressed in matching outfits. Sometimes it was on purpose. Sometimes it was just a silly coincidence. I collected photos of this phenomenon from 2020-2023. Using the ubiquitous smartphone camera, always in my pocket, I was able to capture this phenomenon quickly and discreetly. Therefore, over the three years I pursued this project, I was able to amass an astounding number of matching sets.

Matching Milano

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“Matching Milano: Fashion in the World’s Most Fashionable City,” shines in its irony. In a city where fashion rules, its citizens are still dressing as echoes of each other. So in the birthplace of Giorgio Armani, Dolce & Gabbana, Prada and countless other industry giants, why are are we all dressing the same?  We can point fingers to fast fashion, mass production, or a pervasive internet addiction. But maybe it’s something deeper: there’s something innate in us that wants to belong in a city that so often feels bigger than ourselves. Maybe being part of something is one of the most important ways of separating ourselves from the masses.

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