In this series, I explore the intersection of consumer identity and the structural environments that house it. Borrowing its title from Coco Chanel’s observation that:

"Fashion is architecture: it is a matter of proportions."

This work uses in-camera double exposures on black-and-white film to physically merge the ephemeral world of branding with the permanent weight of industrial design.

By layering the sleek typography of corporate signage and the curated stillness of store displays over the skeletal geometry of skylights, escalators, and fountains, the series materializes a 'third space' where the consumer and the cathedral of commerce become one. The choice of black-and-white film strips away the distractions of color, allowing the viewer to focus on form, light, and rhythm. The double-exposure process introduces an element of chance and "ghosting," mirroring the fleeting nature of fashion trends against the enduring, cold reality of the concrete and steel that contain them.