The Smell of Want

Fitzgerald & Stapleton’s mission as a contemporary dance company is to redefine representation of the dancing body through frequent performance.

Their work “The Smell of Want” looks with great depth at three main areas of industry – the beauty, diet and pornographic industries and articulates on a personal level the relationship each artist has with images and messages coming from these industries into our daily life.

So many factors were considered when chosing elements to use throughout. Colour and typography as well as photographic effects were used to convey its message. Pink is used to represent the beauty industry that's almost solely aimed at women. The typography harps back to the unashamidly bold posters of the 70s porn era and their bodies are sensored out as a hommage to the diet's industry's constant body shaming in our current climate.