*Pamela as Pamela*, 2023 © Sara Cwynar. Courtesy of the artist and Foam.

Written by Wenjie (Demi) Zhao

Photo Edited by Haley Winchell

Copy Edited by Kee’nan Haggen

Through a kaleidoscope of consumerism, this exhibition captures the essence of our visual culture with razor-sharp precision. From May 25 to September 24, Cwynar offers an introspective journey into the fabric of our identities, exposing the seductive underpinnings of consumerism in our lives.

*Contemporary Floral Arrangement* - #144.551 (1967) #2 The Relationship is a Matter of Style, 2023 © Sara Cwynar. Courtesy of the artist and Foam.

The exhibition title, S/S 23, alludes to the ephemeral nature of fashion trends and our constant quest for the new and shiny. Diving deeper into our collective psyche, Cwynar dissects the architectural DNA of the spaces we inhabit, unraveling the invisible threads that weave together our perceptions of self and society.

Cwynar's masterful technique of collecting, deconstructing, and reconstructing images and objects provides an illuminating lens through which to view our society. With an obsessive dedication to our world's visual details, she constructs a thought-provoking archive that transcends the boundaries of photography, installations, and collage.

*Doll Index* 2, 1733-1950, 2022 © Sara Cwynar. Courtesy of the artist and Foam.

The signature “Doll Index 2” represents the culmination of Cwynar’s visual artistry. This piece presents a timeline of various dolls produced between 1733 and 1950 that combines photography, collage, and texture. It showcases these toys' changing appearances, materials, and cultural significance. The dolls, representing societal ideals and expectations, become symbols of shifting norms and values. With a keen eye for detail, Cwynar juxtaposes the dolls with snippets of text and historical context, inviting the viewer to contemplate the impact of cultural changes on these seemingly innocuous objects.

*Still from Red Film,* 2018 © Sara Cwynar. Courtesy of the artist and Foam.

In another mesmerizing work, Red Film (2018) — the third film in a trilogy, following Soft Film (2016) and Rose Gold (2017) — Cwynar turns the world upside down, literally and figuratively, as she hangs suspended and presents her research findings. Using the iconic color “red” as a conduit, she exposes the inner workings of consumerism, uncovering societal expectations and insatiable desires that dictate our choices. Through her multilayered photographs, viewers actively engage with cosmetics, cars, and art in a beauty and desire production line.

As a visual anthropologist, Sara Cwynar delves into the heart of our ever-evolving identities, probing how products, colors, and images define our lives. Her captivating work challenges the status quo, unearthing the true meaning behind the glossy veneer of capitalism and modern visual culture.

The Next Level: Sara Cwynar S/S 23 exhibition at Foam Amsterdam is an exhilarating experience that intrigues the senses and stimulates the intellect. Cwynar's innovative approach to dissecting the visual language of our time is both cutting-edge and hauntingly beautiful, offering a refreshing alternative to the norm.

*Tracy in Camo,* 2023 © Sara Cwynar. Courtesy of the artist and Foam.

Ultimately, S/S 23 exhibit is a visual feast for the soul, capturing the zeitgeist of our era with unwavering clarity and depth. As you traverse the fascinating labyrinth of images and objects, you are beckoned to question the forces that shape our perception of the world and ourselves. This exhibition, daring in its execution and captivating, invites you to confront the hidden truths within our shared visual narrative.

For more information, visit Foam’s website.