SHOWstudio has a tradition of embracing and exploring the visual language of the web, while pondering its status as an art form in itself. From Nick Knight's dynamic #asif film, to his Instagram photoshoot exploring the visual obsessions of Tumblr addicts - kittens, nails, jewellery and models - shot in 2012 when the app was barely on the radar of the fashion industry, SHOWstudio has launched countless pieces of work that are forward-thinking in their approach to digital. Continuing this tradition, one of new media's brightest stars Claudia Maté joins forces with stylist Louby Mcloughlin and film director Adam Goodison on a work that explores depictions of women on the web. The piece stars Daisy Lowe, shot in pieces by the likes of Thomas Tait, Moschino and Versus.
Lowe is a very modern kind of icon but, in physique and visage, a traditional pin-up. Her reputation as a classic, almost retro, beauty is toyed with by Maté, who combines the ubiquity of Lowe's form - made famous on the pages of magazines such as LOVE and Vogue - with the pervasiveness of sensual imagery online, from virtual girlfriends to gaming avatars.