REBRAND

REBRAND is a 5-month photographic performance held on Instagram. I performed as a fictional rising star, building a glamorous persona that slowly spirals into a breakdown, exposing how fame is fabricated online and how identity breaks under visibility.

REBRAND is a photographic performative project that examines how identity, value, and credibility are constructed in the age of social media. Using the visual language of influencer culture, celebrity imagery, and online self-branding, the project fabricates a fictional public persona and presents it as real. Through staged photographs, manipulated images and screenshots, Rebrand mimics the mechanisms through which contemporary images gain authority, which include repetition, visibility, and algorithmic validation. The work  deliberately blurs the boundaries between documentation and fabrication, asking when an image becomes believable, and why we trust it.

Over the course of five months, I constructed and inhabited the persona of a fictional famous actress and model. This character lived publicly online through glamorous images, paparazzi shots, luxury brand deals, a successful career, and an desirable private life. The account followed the visual language of celebrity culture so closely that it became indistinguishable from real influencer or celebrity profiles.

As the persona grew, so did the pressure to maintain coherence, perfection, and constant visibility. The logic of the platform demanded more intimacy, drama and spectacle. The performance intensified. Glamour began to slip into excess, confidence into obsession. The boundary between constructed fiction and lived experience blurred for the audience and for me.