Amalia Ulman put together what could be considered the first ever performance art project on Instagram. She started the project without anyone knowing what she was doing. For her now over 100 thousand followers, she was just an it girl. But in her post “part 1” marks the beginning of her project.
She seems to have a picture perfect life, like any other Insta-famous girl. But still no-one knows this is an art project.
She plays an innocent girl with a perfect life, but like any star she is bound to go down.
She becomes aware of her sexuality and starts sharing photos that reveal this side of her, incidentally she becomes even more ‘liked’.
And eventually she starts getting more and more sucked into the luxurious lifestyle.
After a while though, this lifestyle starts catching up to her and she eventually becomes a ‘sugar baby‘.
With her job as an escort, she slowly starts to become a different person than the innocent girl she once was.
Her life changes drastically as she gets addicted, has a breast enhancement operation. The artist, Amalia Ulman calls this her character’s Amanda Bynes period.
As things quickly get worse, she gets into rehab and tries to pull her life together. The artist then enters her Gwyneth Paltrow period. This is where she does meditation, enjoys brunch with family and finally finds true love.
As she begins her project with a sign, Amalia Ulman ends it with a photo of a white rose.
As a successful artist at the beginning of her career, Ulman used the vocabulary of Internet to create a unique artwork. Her work shows how much of the image and the idea of being a women is constructed, how women learn to be what they show to be and how internet could so easily be used to manipulate people.