Original artwork description:

The "Jeans River" boutique, which had stood the test of time on the main street of a small town, continued to operate despite everything. The ironic slogan "Will work till better times" speaks to the absurdity of the willingness to endlessly move toward an uncertain future, on the one hand, and the pointlessness of the process itself, which has long since become an end in itself, on the other. Jeans River was closed in 2025 — apparently, better times have come.

The Jeans River project is a reflection on the tiredness of consumerism philosophy, hidden and overt advertising, and various audience manipulations. "Jeans" is a journalistic term denoting the deliberate placement of hidden advertising under the guise of original material. The works in the series are absurd advertising posters that, in essence, sell nothing. The reverse wording of the slogans of a famous jeans brand is more appropriate in the context of the everyday realities depicted on the "advertising" posters.

Materials used:

linen canvas on wooden stretcher, acryl

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