The dress code of coffee lovers
Individuality within a group identity
Photographer Ari Versluis and profiler Ellie Uyttenbroek have worked together since October 1994. Inspired by a shared interest in the striking dress codes of various social groups, they have systematically documented numerous identities over the last 16 years. The heterogeneous, multicultural street scene remains a major source of inspiration for Ari Versluis and Ellie Uyttenbroek.
Barista - Milano 2011
They call their series Exactitudes: a contraction of exact and attitude. By registering their subjects in an identical framework, with similar poses and a strictly observed dress code, Versluis and Uyttenbroek provide an almost scientific, anthropological record of people’s attempts to distinguish themselves from others by assuming a group identity.
Uomo Espresso- Milano 2011
The apparent contradiction between individuality and uniformity is, however, taken to such extremes in their arresting objective-looking photographic viewpoint and stylistic analysis that the artistic aspect clearly dominates the purely documentary element.
They just published a new series with 48 exactitudes. The new exactitudes come from Milan, Bejing, Rio de Janeiro, Casablanca and New York. The Italian coffee brand Lavazza asked them to spot coffee types. For coffee lovers the exactitudes spotted in Milanese espressobars are very interesting to look at.
Sciuara Decaffeinata - Milano 2011
And due to the internationalisation and globalisation may of the spotted dress codes are familiar to anybody around the world. Don't we all know the Moncler girls in their shiny Michelin Bibendum style shiny down jackets?
Bolla Bella, Milano 2011
The new book with 48 new exactitudes can be ordered here.
Cool cafe - Milano 2011
Team Doppio - Milano 2011
Cappuccino Girls - Milano 2011
Bolla Bella, Milano 2011
Sciuara Decaffeinata - Milano 2011
Barista - Milano 2011