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Shelly Lea Reich

    ART & DESIGN

    Claire Koron Elat and Shelly Lea Reich Unpack Personal Branding at Fashion Week in SELF™

    by OS Staff September 25, 2026
    written by OS Staff

    Former 032c visionaries unpack the mechanics of self-design and digital performativity in a razor-sharp popup exhibition titled ‘SELF™’.

    When the global fashion circus descends upon Paris, the city becomes a hyper-concentrated pressure cooker of personal branding, curated posture, and endless image projection. Capitalizing on this exact atmospheric frenzy, former 032c Gallery artistic directors Claire Koron Elat and Shelly Lea Reich are staging SELF™—a four-day popup exhibition at KRAMER running from September 28 to October 1.

    Taking philosopher Boris Groys’ seminal essay Self-Design, or Productive Narcissism as its theoretical blueprint, the show probes how we consciously—and unconsciously—manufacture the digital and physical personas we broadcast to the world.

    “In the era of relentless self-curation, identity is no longer something you inherit—it is a project you continuously design and perform.”

    Rather than offering a polite academic critique, SELF™ brings together a rogue’s gallery of contemporary instigators across art, cinema, and music. Featuring works by Opium-adjacent producer F1LTHY (who also crafts the show’s sonic landscape), Dream Scenario director Kristoffer Borgli, poet-model Sonny Hall, Pouria Khojastehpay, Noémie Ninot, and Yury Belyavskiy, the exhibition operates as a multi-sensory dissection of ego, representation, and subcultural capital.

    Courtesy of Noémie Ninot

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