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Luetchford explores the culture surrounding tribute artists and the western fascination with self-enhancement. Intrigued by the desire to reenact the life of someone else, Luetchford investigates her own complicated relationship with escapism and the myth of meritocracy. In our individualist culture, we are encouraged to chase the dream: our obsession with success can be temporarily realised through the embodiment of someone else. The models within the works wear costumes and props that become part of the still image. Luetchford seeks to explore the influx of consumerism surrounding self-optimisation. With the increase of structured-reality television and the portrayal of the rise of the boy/girl next door as celebrity, Luetchford often uses humour to highlight how we, as individuals, seek to fabricate a false reality of success.




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