Inspired by a shared interest in the striking dress codes of various social groups, Rotterdam-based photographer Ari Versluis and stylist Ellie Uyttenbroek have documented numerous social identities over the last...

Inspired by a shared interest in the striking dress codes of various social groups, Rotterdam-based photographer Ari Versluis and stylist Ellie Uyttenbroek have documented numerous social identities over the last 8 years.

They call their series Exactitudes: a contraction of exact and attitude. By registering their subjects in an identical framework, with similar poses and a strictly observed dress code, Versluis and Uyttenbroek provide an almost scientific, anthropological record of people’s attempts to distinguish themselves from others by assuming a group identity. (Reminds us of something Piers said in his ‘Curated Consumption Is A Lie’ post: "Consumers seek a tribal individuality developed from a choreographed mix and match of brands.")

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