Milica Jovicevic works under multiple frameworks with a primary focus on the mind and body how it is related to humans instinct to consume.

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Today’s external urban impulses are dominated by a capitalist economy. Materialism and consumption is so influential it motivates mindless bodies, all increasingly tricked by pseudo individualism. Jovicevic plays with this dominant cultural perspective by often adapting an aesthetic reminiscent of a fetishized consumable commodity. Hence, a lot of her work is influenced by today’s advertising and media-scapes, looking at their techniques and how they effect how society intrinsically, and often unconsciously, consumes.