This project began with a reflection on two of the most iconic nails in modern and historical consciousness:
The nail that crucified Christ — a symbol of sacrifice and faith.
And the Cartier nail — a symbol of status and desire, made wildly popular through Instagram and luxury culture.
Two nails. Two meanings.
Yet both speak to the same human impulse: the yearning to believe in something greater than ourselves.
I was struck by how many now wear the Cartier nail proudly, almost religiously. Not as an act of fashion alone, but as a statement of belonging — to a brand, a lifestyle, a dream.
This shift in modern faith — from spirituality to consumerism — became the focus of this project.
We used fake bracelets to stage a photo shoot. Nails were added to the hands digitally. Every detail — the lighting, retouching, and composition — was designed to mimic the aesthetic of a luxury jewelry campaign.
Because today, consumerism is the new religion.
Boutiques are our temples. Admiration for brands has become a form of prayer.
This project questions: Where is the line between appreciating beauty and worshiping objects?