I am fascinated by how women’s worth is intrinsically connected to their youth and beauty and how they are dehumanised for not adhering to feminine ideals. Online anti-women discourse compares women to objects, describing younger women as produce to be consumed and enjoyed by them, while older women are regarded as ‘past their use-by date’ and having less value than men of the same age.
The project imagines these discriminated women as real produce, illustrated to emphasise flaws that society will be judge them for. The old berry ladies are ridiculed and seen as worthless for their lack of youth, beauty, contribution to motherhood and other feminine traits that often equate our worth.
Characters were drawn from reference images made in Midjourney, combining illustrations of berries and old women.
Each were given their own unfair descriptions on labels and half were then sculpted and painted into 3D collectable figurines.
A creative and aspiring art-director interested in making important topics as weird and wonderful as possible.
This project consisted of a bound book catalogue of illustrated, satirical characters with mock descriptions, reminiscent of ageist and gender-specific language used most often to describe normal-looking women as old and ‘past their sell-by date’.