Photographer: VALENTINA ANDRE-EVA // @andre_eva_official

Style: KRISTINA ZAYATS // @shopping_guide_bcn

Graphic design: MAVI PARRA // @mavipl

LUIS SANTA // @santa_diseno_barcelona

Models: LADY SASHA // @lady_sasha


DAVID CHEVERS // @davidchevers

Makeup: RITA SKOMROVA // @rita_skomrova

Hair: ROMAN DEBRYNIUK // @romabess


We were very exited, when we were contacted about Valentina Andre-Eva and her detective photo-film, which was recently exhibited in Barcelona during Collaboration Station. The photo-film is inspired by the works of Alfred Hitchcock, fashion of the 1980’s and -90’s, comic books and it has Barbie (yes, that Barbie) on the character list.

This is quite a mix of inspirations, spanning over art, fashion and commercial products.

But then again, the lines between fashion and art has historically been blurry and much discussed. In recent seasons the lines between artistic media and commercial campaigns has become just as blurry, especially when it comes to fashion. Like Andre-Eva’s work, contemporary art relates a lot to fashion and commercial capitalism, rather than art history (and vice versa) – instead of repeating the past, industries are merging in to each other, transcending categories.

Where exactly is the line between contemporary short film cinema and fashion commercials or between art photography and a fashion campaign or editorial – not to mention the very, very blurry line between exploratory fashion journalism (as we tell ourselves we do here at UFM) and blind copy/paste sponsored stories (which we’re most sensitive to, when it’s by bitches we already dislike with a burning fury). It’s getting harder to label things. Does Valentina Andre-Eva’s photo-film work best as art, fashion, entertainment or a very clever commercial for Hitchcock films and Mattel dolls?

Due to an economic milieu that is increasingly leaning towards attention economy and/or experience economy, the line between art, “free” products (like this magazine), commercials, data analysis and entertainment is slowly disappearing. Suddenly it’s all the same. Commercials needs artistic merit to hold attention and artistic works are showcasing the commercial world we inhabit.

Hitchcock once said that “drama is life, with the dull bits cut out”. By that definition life has gotten very dramatic in relation to technological advancement.

Today, social realism is no longer about human interaction, it’s a depiction of consumer behavior. Somewhere along the way, we’ve gone from audience of Andy Warhol’s soup cans, to being reality stars in our own surveyed consumption and browser history (delete ours when we die. Ain’t nobody needs to know what we search late at night). A side affect of this is, that realism has become way more emotionally expressive. Reality is, what we FEEL it is.

What we feel is an intense appreciation of Valentina Andre-Eva’s trans-categorical work and we take great pleasure in her personal sense of aesthetics – but (not to sound like your therapist) what about you, what do you feel?:


Picture by Valentina Andre-Eva


Picture by Valentina Andre-Eva


Picture by Valentina Andre-Eva


Picture by Valentina Andre-Eva


Picture by Valentina Andre-Eva


Picture by Valentina Andre-Eva


Picture by Valentina Andre-Eva


Picture by Valentina Andre-Eva


For more about of Valentina Andre-Eva’s work, see her website, Facebook or Instagram.