“Igeology”, ongoing since 2012, hand embroidered plastic shopping bags, silk

The name of the project combines the words ideology and “igelit”; the Czech name for soft PVC plastic. Igeology is an ongoing project engaging messages of corporate branding and slogans printed on the plastic shopping bags. In the project Mildes use hand embroidery to enhance selected portions and fragments of the original printed text as a détournement strategy to derail and hijack persuasive narratives of marketing. Igeology plays with meaning reversing and changing its direction, creating a dada like exclamations, pointing to the subversive psychology of advertisement.