According to Urban Dictionary, Code switching: to customize style of speech to the audience or group being addressed.
This project, entitled Jekyll and Hyde, is a continuation of the first amandaluxe project since the relaunch, Business Acumen. The concept of #JekyllandHyde is aimed to address the art of code switching as a black woman while simultaneously marketing myself as an Art Director. This project features designs from the Brooklyn-based streetwear brand, C.A.N.V.A.S. Shots were captured by long lost partner, Ryan McCaulsky. Double exposure and multiplicity techniques were done by yours truly.
The implementation of this project was inspired by my experiences interviewing for entry-level Merchandising and Wholesale positions. After wearing faux locs to an interview with Company A, I recognized a business situation and took it amongst myself to start wearing a bob-styled wig to interviews thereafter. There is definitely a difference in energy from non-black individuals when a black woman wears her hair straight opposed to wearing natural hairstyles. People become more comfortable and 'relatable', less intimidated and disapproving. Code switching is a way of life unfortunately, especially in the working environment. Whether it'd be switching up your voice tone on a conference call or straightening your hair for a corporate meeting with clients, it is an art women of color have mastered. This project, however, illustrates the internal battle the black woman faces dealing with two different versions of herself.