This project explores the concept that our relationship with consumerism and popular culture shares similarities to how someone may interact with religion. 

This book is spilt into four main chapters; the first chapter documents skate brand, Supreme drawing similarities between their fans to a cult. I went to a handful of Supreme launches in London photographing the mass crowds and queues for the clothing brand, and was interested to find some of my photographs did look implicitly religious. 

The second and fourth chapters explored shop flags, the positioning of products and centre displays within the stores, drawing comparisons to how can look like altars. For this I photographed a number of shops around London, including Harrods. 

Finally, the third chapter is a collection of found celebrity photographs and instagrams which also looked essentially religious. In this chapter and throughout the book I have compared my imagery and celebrity instagrams to found religious imagery to highlight the concept of our popular culture as a religion.