juicy fruit

Juicy Fruit features large-scale photographs of waxed artificial fruit—plastic stand-ins for nature—set against bold, colour-saturated backdrops. Water droplets heighten the illusion of freshness, creating tension between the natural and the synthetic. Paired with short, intuitive phrases—five words or fewer—each image echoes the compressed logic of emojis, hashtags, and advertising. The series explores how signs shift meaning depending on context, where fruit becomes a floating signifier: kitsch, commodity, emoji. Juicy Fruit reflects on the slipperiness of language and image in a post-literate, image-saturated culture—where communication is both louder and less clear than ever.