PHOTO16 is this Years Edition of the Annual Exhibition where young & upcoming aswell as established Photographers have the chance and plattform to exhibit their work in the Maag Event Hall and show their most interesting work and project to a public. 

I was model for two Projects last year, and this year I am especially exited to participate in the Exhibition not only as Model but also as a Co Creative Director for my Series together with established advertising photographer Federico Naef. 

Picking up the concept of popular Foodie Hashtags used to Tag Foodpictures on Instagram - we inszenated them using me as the subject rather than the food. We shot in an advertorial quality drawing a contra point to the uncomplicated 'reallife' quality of food pictures on Social Media. We consciously chose to estrange the terms and show them in a completely new way. 


The Terms we chose for our project where:

Clean Eating, Slowfood, Fusion Cuisine, Foodie, Craving and Foodporn 

Following is a Definition of each 'Tag' & its Interpretation: 



"The soul of eating clean is consuming food in its most natural state, or as close to it as possible. It’s a lifestyle approach to food and its preparation, leading to healthier eating."

This Term #cleaneating along with #cleanfood #cleanandlean etc. has been widely popular on Social Media to Tag healthy, unprocessed, balanced meals. It is often associated with raw, vegan, organic meals and promises a 'clean' in this contect meaning pure, beautiful, fit and lean body through eating only pure food. But the trend has been taken to extremes - where to draw the line between a healthy clean approach to eating and an obsessive compulsive and restrictive behavior which is actually an eating disorder in disguise. 'Orthorexia' is the name given to this disorder and warnings are issued from many sources saying that the 'obsession' to eat clean is in fact too an eating disorder to be taken serious and that Social Media is promoting this disorder amongst health conscious users. Its a thin line to fall from healthy eating into being obsessed with your diet. 

For PHOTO16 we drew attention to this aspect of the online Food Trend Tag by replacing the food with cleaning utensils - therefore giving the term clean eating a literal property. The subject which is eating the soap looks made up, somewhat pretty and put together, but emotionless and void in expression, perhaps even slightly confused. We chose this look because one clear indicator for eating disorders (which can be used for self evaluation purposes aswell) is the loss of exitement and pleasure from eating. If you love healthy food and are dedicated to that lifestyle but you are receiving pleasure from it and you enjoy eating - its highly unlikely that you are suffering from an eating disorder. If you are feeling pressured, guilty and restrained in relation to food - does not matter how much you weigh: you should have a closer look, and perhaps find some help.




"Slow Food is an international movement promoted as an alternative to fast food, it strives to preserve traditional and regional cuisine and encourages farming of plants, seeds and livestock characteristic of the local ecosystem."

We illustrated this tag by picking up elements of time, as well as fresh and 'locally sourced food' into the picture. The snails on the picture, were picked on that morning from our own gardens. The subject lies with its head on the table and one does not know what happened. Clearly she has been there for a long time, as the snails have left their plate and are moving all over the pictured table. The clear reason and motivation for the scene remain a mystery - just like the true value and 'slow quality' of a food remain undefined and are hard to distinguish at first glance. The Term Slowfood can be simply misused as a marketing tool to promote a product as being of some kind of superior ethical quality. It remains hard to nail down the effective value of that quality though. 




"Fusion cuisine is cuisine that combines elements of different culinary traditions. Cuisines of this type are not categorized according to any one particular cuisine style and have played a part in innovations of many contemporary restaurant cuisines." 

Head Chef's and Creators of Fusion Cuisine style Restaurants often do not only mix existing traditions - they often add new and innovative elements and preparation methods. Mixing two existing substances which results to a completely new and unique substance with entirely different properties is what happens in chemistry. To illustrate the transforming element of fusion cuisine, creating entirely new experiences of taste and texture, we made the kitchen resemble a chemistry lab, with the 'chef' resembling a chemist or designer, working at discovering a completely new food. 


FOODIE - #FoodAddict

"A foodie is a person who has an ardent or refined interest in food and beverages. A foodie seeks new food experiences as a passion rather than simply eating out of convenience or hunger."

Eating as a recreational and social pasttime, many people use the term 'foodie' to express their 'LOVE' or even addiction to food. Another popular Tag used is the #foodaddict - and eating can be addictive. Especially certain refined products like sugar, and white flour in combination with fat are said to have addictive qualities. Sugar has been named in recent food documentaries targeting the issue of overweight today as being 'the legal cocaine.' We consume too much sugar and other refined products as a society and our health is suffering because of it. Eating is about being balanced - gluttony is as much of an eating disorder as is anorexia or (above mentioned) Orthorexia. The Yogi approach to eating says - stop eating when you are not hungry anymore but not yet full. 



"A food craving (also called moreishness) is an intense desire to consume a specific food, and is different from normal hunger."

Extreme Food Cravings are generally caused by extreme diets, fasting and deprivation of food. They can lead to binging attacks, and are every radical dieters worst enemy. Food Cravings are perhaps the main reason why extreme diets do not work out and why balanced soft diets are recommendable. Cravings are not fully scientifically explained & understood - but they are assumed to be related to low serotonin levels in our brains. Without daring to attemt at making too much of an unestablished explanation - it is my opinion that cravings are an instinctive reaktion of our body when it feels in lack of food to ensure that the individual dedicates all its thoughts and actions towards obtaining and consuming food at the soonest possible moment - putting the act of eating at the top of its priority scale. 

To inscenate this 'primitive' but essential human urge to feed itself and stay alive we showed a 'starving' subject in desperate need of food just glaring at a plate of raw red meat. To make the point that cravings are a result of deprivation and can be avoided by a balanced approach to healthy eating and dieting (if needed). This picture was taken in nightlife hotspot Frieda's Büxe in Zurich. 



"Food porn is a glamourized spectacular visual presentation of food in visual media of foods boasting a high fat and calorie content & exotic dishes that arouse a desire to eat or the glorification of food as a substitute for sex. Food porn often takes the form of food photography and styling that presents food provocatively, in a similar way to glamour photography or pornographic photography."

Due to the image being of a provocative nature it is not digitally published and only viewable to the visitors of the Exhibition PHOTO16. To symbolise the extreme and decadent notion of the #foodporn tag which celebrates over indulgence and excessive eating just like excessive sex is celebrated in the porn industry, we picked up on both elements showing an image that represents sex, decadence and food in raw fashion. 




I'd like to express my biggest Thank You to the amazing Team who helped realize this series. 


Clean Eating, Fusion Food, Slow Food, Foodie, Foodporn: 

Styling: Renate Diethelm

Hair&Makeup: Najat Zinbi&Michelle Oberholzer

Food Styling: Patrik 

Location: Alice Choo, Zurich



Styling : Lea Küng
Hair& Makeup: Jaqueline Penza

Location: Frieda's Büxe, Zürich 



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