My collection is inspired by the packaging of fast moving consumer goods in Tesco. Almost everyday I visit a tesco supermarket near where I live to buy food and other household necessities. It fascinates and somehow comforts me that the sight of merchandise lined up on shelves and hanging from hooks are so familiar. I realise that packaging of fast moving products has become a new international language through the global expansion of consumption. We grow up learning how to use and read packaging just as we learn how to speak a language. There is an international understanding of symbols, shapes, holes, colours. These details are everywhere. Due to the mass industrial production process, packaging has evolved with regular shapes and materials - thin, cheap and easy to dis
play. We instinctively understand them all. Also the wording used to promote products in the supermarkets has evolved into familiar modern phrases such as ‘3 for 2’, ‘Star Product’, ‘NEW’, ‘Special Offer’ and ‘Buy One Get One Free’ etc. The stores encourage and tempt us to consume more. I think there is something strange in this mass promotion and consumption. The everyday visuals and phrases are familiar, they are real and we live with it in our day to day lives. Food and other consumables we need yet the aesthetics of high street goods are throw-away, cheap and invaluable. We throw away packaging everyday. There is a curious contradiction here between necessity and excess / value and worthless.
For my final collection I have used the visual elements of cheap packaging to design a collection of fine jewellery, with the purpose of inviting people to rethink value in a world of fast moving consumption. What happens when the language of cheap packaging informs a collection of fine jewellery with precious metal and gemstones? Do you want to throw them away as fast as everyday packagings or can I tempt you to hold on for longer?
On the body the jewellery is slightly weird and cranky. The appearance of mass-produced packaging contrasts with the form of a human body.