Bios and Brands

This photography series is inspired by the literary essay Biocapitalismo by sociology professor Vanni Codeluppi. In his work, Codeluppi explores the concept of biocapitalism, an ideology that is rapidly shaping and expanding within our contemporary consumerist society.

The series reflects on how biocapitalism intertwines human life (bios) with the capitalist economic system, illustrating the ways in which capitalism seeks to influence our biological, psychological, and emotional dimensions. Through a visual narrative, the project invites viewers to question the deep interconnections between identity, consumption, and the mechanisms of modern capitalism.

Many of the photographs show people taking selfies, a recurring act that symbolises how digital culture and social media transform self-representation into a form of commodified identity. The selfie becomes both a personal expression and a consumer product, a reflection of how individuals curate their own image within a pre-determined framework. This is often accompanied by a sense of loneliness and disconnection, despite the constant digital interaction.

The work also draws inspiration from Barbara Kruger’s 1987 artwork “I shop therefore I am,” which critiques consumer culture by reinterpreting the philosophical statement “I think, therefore I am.” Kruger’s piece exposes how, in a consumerist society, self-worth and identity are often defined by what one buys rather than by one’s thoughts or values. The phrase has since been echoed in cultural and academic discussions, from a marketing professor’s book on how brands shape identity to a therapist’s exploration of compulsive buying as a search for self.