jamie salmons

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In a series of passport-style portraits, participants were invited to ‘label’ themselves with a badge featuring a word or phrase they associate with. The project acts as an investigation into the constantly self-analysing ‘Gen-Z’, a generation raised online and with a desire to belong. Through reference to Thomas Ruff’s portraits c. 1980, the images appear from the past, however, upon reading the badge - often inscribed with modern internet-generation language - the time frame becomes ambiguous.

SELF TITLED stemmed from an intrigue with the relationship between text and image. Taking reference from the great conceptual artists of the 60s, the project aims to analyse our relationship with text - how it alters our perception of others and how we use it to define ourselves. 40 images make up the series, featuring friends, family and strangers.

The project was shot throughout November 2023, and was officially launched at Photobook Café in London on June 4th 2024. 16 chromogenic prints accompanied the physical publication, featuring all 40 images, bound with French link stitching and housed in a bespoke screen printed slip cover. A further 100 one-of-one badges were created and sold, expanding the project into a physical experience during the exhibition.