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THE PLASTIC BAG PROJECT
The inventor of the plastic bag wanted to reduce deforestation linked to paper bag production. His aim was to create a more resistant bag to be reused over and over again. Unfortunately, after the introduction of plastic bags in supermarkets, their original function has been distorted as they are now rendered as single use products.
During the pandemic which saw a year-long global lockdown, Simone tapped into the heightened sensitivity towards sustainability. He toyed with the idea of elevating the plastic bag from a disposable item to an aspirational product. He sought to manipulate the perception regarding mass consumer brands by appropriating associations with luxury fashion labels. The primary motivation being the restoration of the plastic bag to its original function - as a reusable product to reduce environmental degradation. Every piece was illustrated free-hand with a black Sharpie marker. By merging the product of a mass consumer brand with the aesthetics of a luxury fashion label, Simone confronts our relationship with commercial materialism.
«During the first lockdown, when we were only allowed to go to supermarkets, I realised how much society’s sensitivity had not changed, even in such a critical moment. Plastic bags were still dominating the sidewalks or the trees’ branches. Moreover, I noticed that all the customers at the off-licence were still asking for new plastic bags, without making the effort to bring a bag from home, despite living minutes away from the shop. I looked for a way to turn the plastic bag into a luxury and trendy object, to encourage everyone to reuse it, even toying with the idea of a status symbol. Working with this idea, I created designs using mashups of mundane names and the most desired brands. The raw materials were the collection of plastic bags that each of us has in our own house which I then created the designs freehand with a marker. It fascinates me that our relationship with designer brands makes even their packaging a desirable object, which encourages re-use, and sparks new thoughts about our relationship with plastic.»
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