Alexandra Nosova

My work explores the interplay between consumerist culture and identity, examining how everyday objects detached from their practical use become moguls of superficial value. By reinterpreting familiar products and brands, I highlight the dissonance between their iconic status and the hollow meaning they hold in our personal lives. These items devoid of substance reflect our society’s attachment to objects that promise fulfilment but deliver little beyond a momentary satisfaction. By transforming ordinary items into artworks, I underscore the paradox of consumerist culture: it fills our spaces and shapes our identities, yet it rarely nurtures us on a deeper level.

My Masters project Sasha’s A to Я collection: a reflection on national identity through printed images of iconic symbols and emblems presents an examination of the fluidity of national identity through the lens of a Russian-born artist living in Australia. Using a silk-screen printing technique I create artworks embedding iconic Australian symbols as Vegemite, Tim Tam, Kangaroo that serve not only as personal reflections, but as cultural critiques, revealing how mass production and consumerist culture influence the formation of contemporary identities. This project situates itself within the broader context of contemporary art practice that addresses globalisation, hybridisation of identity, the role of mass production and consumerist culture.