Experimental Photography Project Re-imagines A World Of Black Inclusivity and Gives Birth to A Powerful Platform for Self-Representation.
Melanin Monday, Flexin’ My Complexion, Blackout Friday, Black Lives Matter. All powerful phrases that have become symbols of the online and offline revolution created by young Black Americans in the United States, where black identity, representation and self-preservation are at the very heart of these movements. From selfies to pro-black rhetoric, the relevance of these demonstrations of black solidarity have struck a chord so deep amongst those it speaks to, catapulting hashtags into activist slogans.
Dejah Greene, pictured above, is a partly self-taught 22-year-old photographer hailing from the eastern American state of Maryland. Describing photography as one of the most important aspects of her life, Greene’s work is inspired by “beauty in simplicity” as well as “documenting life through photographs.” Her work extends from portraiture, to travel and lifestyle, and covers everything from Greene’s personal life, to transformational socio-political events.
Greene’s exposure to art as a form of expression, and a vehicle for addressing and documenting social issues is, to some extent, hereditary, “My grandfather, father and uncle are all artists. My grandfather was a painter and photographer, my father is a painter and my uncle is a writer of poetry. I think my grandfather encouraging my sister and I to engage in art at a young age definitely helped me lean towards photography as a way to express myself. I can honestly say it is an artistic outlet that has brought me out of many dark times and helped me celebrate the good times.”
In amongst the various projects Greene has photographed, one particular series conceptualized entirely by Greene stands out from the rest. Already a highly-circulated post on Tumblr, Greene’s work, African American Apparel, focuses on intersectional issues that make the political personal. A student of Psychology and Sociology at Southern New Hampshire University, Greene’s series African American Apparel takes on the format of print ad campaigns made infamous by controversial Made in America brand American Apparel. Inspired by the misrepresentation and overall lack of representation of black people in these ads, and across mainstream American media, African American Apparel subverts stereotypical notions of black people in American media and challenges white American ideals by positioning young black people in spaces where they are often not granted entry or access. Where American Apparel ads, and the company itself, have often been called out for their blatant sexism and racism, Greene’s mock campaign re-imagines a more inclusive narrative, void of capitalistic motives and restrictions. Using her friends as subjects, Greene’s series combines all the elements of the aforementioned movements to give birth to a powerful platform of self-representation.
“American Apparel is known for their advertisements but I was tired of not seeing more diverse models. It made me think about when I was a young girl looking through girly magazines such as Seventeen magazine and not seeing anyone that looked like me. I was conflicted because my parents always told me my skin was beautiful and that black is always beautiful. Yet, why didn’t I see that in the outside world? Why did I always see women and men who looked like me play out negative stereotypes on television? It really took a toll on my self-esteem as this kind of misrepresentation does to a lot of little black girls. This project kind of turned into a way for me to show that we as young black adults can and will represent ourselves in any way we want to. Forget the respectability politics, and express how you want people to see you. I am personally exhausted of seeing young black youth rarely be portrayed in a positive light in the media. I’m tired of barely seeing us in television at all. Representation matters so much!
The individuals I highlighted are mostly friends of mine and other creatives who wanted to appear in an advertisement. I first asked my friends if they wanted to be in one because they are individuals I look up to. My friends are some of the most creative and hardworking people I know, so I was excited for them to “advertise” themselves whichever way would make them proud.”
Collecting thousands of notes and enjoying an overwhelmingly positive response from those it aims to both engage with and represent in some form, African American Apparel is both refreshing as it is necessary. Don’t be fooled, however. This is not an attempt to redeem American Apparel’s past. American Apparel simply serves as a template in Greene’s attempt to address larger concerns surrounding the misrepresentation of black people in American media.
“I started making these advertisements because there is a lack of positive representation of black culture within the mainstream media. Black people, and black culture, are more than the negative stereotypes played out on the news, commercials, television shows and movies.
The response to the African American Apparel mock advertisement project has been mostly positive. I’m really happy many people enjoy the project and want their own advertisement. To me, it means my message that representation matters so much is getting through to people. I want to continue to make more advertisements and feature anyone who wishes to me in one. I know I want to make this project bigger somehow but I’m just not quite sure yet!
Sometimes I’m anxious about how others will perceive [my work] because they most likely will never know or understand the underlying meaning of it. But that’s okay! Because I learned that not everyone will see the same thing from a photo and that is perfectly okay. I believe my main goal with my art is to evoke some type of emotion out of my peers. Whether the audience feels happiness, sadness, anger, or nostalgia from my photos, I just want them to feel something.”
Find Dejah Greene on Tumblr, Facebook and Instagram.
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