During WWI a British artist and naval officer promoted a new camouflage scheme to be painted on battleships to make it more difficult for U-boat captains to determine the ship's course, confusing their targeting systems. The brightly colored, complex designs were influenced by the artistic movements of the time particularly cubism. The Americans called the new patterning strategy "Razzle Dazzle” or “Dazzle Camouflage."





In Puccinelli’s exhibition the world of high fashion collides head on with the trends in social taboos. This collision is a radical display of dazzle camouflage; combining the beautiful with the despicable. The installation consists of five enormous environments that are reminiscent of television soundstages or history museum dioramas. Seattle-based photographer Adam L. Weintraub interprets these dioramas with glossy, high-production, large-scale c-prints straight out of Vogue or GQ.

Visitors are invited to step onto the sets and have their own photos taken. Then the tables turn to challenging the viewer to put aside their own hesitation of such situations and participate in the commodity vs. morality game.