Mindsparkle*

Simon Freund

July 29, 2018

Mindsparkle Mag

Selbstportrait by Simon Freund

Selbstportrait is a striking conceptual project from Simon Freund, presented online as a clean, systematic grid. The site portrays one hundred different people — men and women alike — each standing full-length against a bright white studio backdrop, every one of them dressed in Freund's signature uniform of a black sweater, dark trousers and a beanie. The uniform repetition turns simple photography into a quiet meditation on identity and sameness, and the stark white space between each figure keeps the presentation calm and deliberate. A single line of text at the top is the only framing, letting the images carry the idea entirely. It is a confident, reductive piece of editorial design where the concept and the layout are one and the same.

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