Rankin's latest project aims at changing the notion of 'selfie'

Behind Rankin's latest project, visionary photographer and artist, lies an on-going and interesting reflection. As stated by the artist himself, scrolling through social media is like Groundhog Day, experiencing every day the same exact day: all we see are repetitive and shallow selfies, posted in order to get as many likes as possible. In the history of art and photography, though, the self-portrait has always carried a much deeper connotation and significance, to which Rankin wishes to return. 

You probably won't be familiar with his face or his name, but Rankin, real name John Rankin Waddell, has left a mark on the history of fashion photography and magazines, becoming one of the most important British photographers. Along with Jefferson Hack, he's the founder of Dazed and Confused Magazine, a cutting-edge publication, characterised by a unique and inimitable aesthetic, the result of Rankin's taste. The photographer is moreover the founder of Hunger, a biannual publication focusing on fashion and culture. Throughout his career, Rankin has shot the most famous celebs and top models of our time, as well as directed a number of music videos. 

It was inevitable that the rise of Instagram would affect someone who's made photography his entire life. 

Artists would explore ideas of self, through the creation of imagery that exposed intimacies or ideas of themselves. Some even using the self-portrait as a personal and introspective artistic expression. But as selfie culture has pervaded our screens and lives, it has also suffocated a unique form of artistic expression, the self- portrait.

After the Selfie Harm series, Rankin has therefore decided to open up his lens and give you the chance to create portraits with him. He’s calling all creative thinkers to send in self-portrait ideas. The best will be selected to bring them to life. If you’ve got an idea, write it up or even draw it and email it for the attention of Jordan to [email protected] or dm @rankinarchive with #selfiecontrol.

Rankin wants to give a deeper meaning to the concept of self-portrait, adapting and renovating it according to the aesthetic of our times. An ambitious project that takes photography back to its essence.