Jeremy Hutchison

i-, 2014

Professional hand models are employed for a commercial shoot. They are instructed to squeeze lumps of clay and model these for a camera. This process is documented by an advertising photographer.

As they work, the models are interviewed. They discuss the political dimension of their profession. Notably, the casting of caucasian hands by commercial advertisers. As one model explains, her hand is as an archetype: it is clean, even-toned, white. It represents the hand of the 'normal' consumer. The privileging of white hands on the part of advertisers points to the normalising rhetoric that structures consumer discourse.

Co-commissioned by Rurart, Poitiers and Radar, Loughborough University
Presented at Watermans, London; Modern Forms, London

Exhibition

Video