Ordinary woman strike fashion poses outside supermarkets, in cafes and in the street. As Madonna said, don’t just stand there, let’s get to it, strike a pose, there’s nothing to it
Context is everything, and the current project of Spanish artist Yolanda Domínguez takes the fashion model pose out of the catwalk and asks ordinary women to mimic it in everyday situations. The artist’s statement on Domínguez’s website says:
“she creates situations or settings in which the spectators find themselves involved and can take part. These experiences are called ‘livings’ and they use alternative channels to those of the conventional art circuit. They are inserted in real life contexts in order to have a profound emotional and mental impact on the spectators and actively involve them in the proposal.”
It is a kind of performance art where Domínguez pokes fun at the conventions of fashion, and for sure it makes us look twice at the meaning of the formulas and rituals of fashion imagery. What’s at least as interesting is that it also draws attention to the roles and habits we adopt in everyday life.