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Creative Direction

Prada x Jaime Welsh

The self-portraits were developed on the set of an upcoming project Welsh is currently working on, continuing his investigation into the architecture of power under Portugal’s former Estado Novo dictatorship (1933–1974).

The series was staged in the historic headquarters of Banco Nacional Ultramarino, the former Portuguese imperial bank (active 1864–2001). Originally built in the 18th century, the building underwent a monumental redesign in 1952, reflecting a modernist update to the authoritarian regime’s image.

Producing the photographs required extensive refurbishment of the interiors, involving several conservation teams. The project was slated to be exhibited across multiple European museums, as well as in a solo presentation at Frieze London 2024.

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