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Coined by Venkatesh Rao, the term 'premium mediocre' refers to the economic activity promoted by marketers to give consumers the illusion that they live lives of luxury. Examples of 'premium mediocre' might be a cheap plastic sandal with a Gucci logo on the side or a pair of knock-off Balenciaga sunglasses. Driven by social media, this behaviour creates a feeling of entitlement in its target audience—the belief that such luxuries and the trappings of celebrity should be theirs, whether earned or not. The idea that a glamorous lifestyle will cause their peers to have more respect for them gives them a false sense of self-confidence.

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My idea was to use humour and hyperbole to satirize many otherwise ordinary young people's wishes, promoted by social media, to create this falsely glamorous narrative about their lives—the very discrepancy implied by the term 'premium mediocre'. In a more general sense, though, I want viewers to think about the difference between our real, often humdrum daily lives and the way we present ourselves to society at large.

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About

Based in the New York City area, Xiaohan Grace Lu specializes in portraiture and fashion photography, working for advertising clients that have included Shein, L'Artisan, Parfumeur, and Roommate 22. Previously an account executive for Saatchi & Saatchi Shanghai and a fashion editor for Haibao.com, Lu's diverse professional experience allows her to bring a unique perspective and sensibility to her photography. Her most recent body of fine-art work, Premium Mediocre, uses the language of fashion photography to explore young people's consumption of luxury goods, and in particular how they use these acquisitions to create falsely glamorous profiles on social media.

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https://www.gracelustudio.com/