You might usually try to avoid the bathrooms at Sydney train stations, but there’s a reason to enter them now. Around 200 digital artwork screens have been installed in a bunch of restrooms across the city network as part of a new public art initiative.
Created by outdoor media company Smartbox, Reframed aims to introduce commuters to up-and-coming artists. The company is also hoping to show that outdoor advertising can be both beautiful and impactful by providing a platform for artists to reach a potential audience of millions.
The screens have been installed in restrooms at stations including Bondi Junction, Burwood, Central, Martin Place, Chatswood, Blacktown, Parramatta and Redfern. A different artist will be chosen each year to display their work, with Brisbane-based photographer and stylist Evelina Fietisova selected for 2019.
Fietisova’s work aims to interrogate our prejudices relating to gender. Her photographs depict male, female and transgender models as though styled for a glossy fashion magazine, but the models’ genders aren’t immediately apparent, which challenges our perception of masculinity and femininity – as well as society’s notions of beauty.
“In my work I love experimenting with fashion and try to push the boundaries of what’s considered ‘normal’ in society,” Fietisova said in a statement. “I believe a man in a dress can look as captivating as a woman, just like a woman wearing a suit and tie can appear strong and confident. The stigma around sexes in fashion is irrelevant and I try to illustrate the beauty I see in it through my work.”
You can find Reframed at the following train stations across Sydney: Blacktown, Bondi, Burwood, Central, Chatswood, Edgecliff, Epping, Gordon, Hornsby, Hurtsville, Kogarah, Liverpool, Martin Place, Miranda, North, Parramatta, Penrith, Redfern, St Leonards and Strathfield.