Women of the World
The fourth collaboration between Marge Monko and Lugemik is based on Monko’s video WoW (Women of the World), first exhibited as part of her solo exhibition Stones Against Diamonds, Diamonds Against Stones, curated by Evelien Bracke, at Tallinn City Gallery, in early 2018.
Marge Monko explores the phenomenon of desire, the codes and strategies used in advertising, and the representation of women through publicity images. The point of departure for the video was the slogan “Women of the World, Raise Your Right Hand” used in De Beers’ advertising campaign in 2003. With this message the company, which until this day controls the majority of mining and distributing rough diamonds, was targeting the women who can afford their own diamond ring.
The video consists of footage filmed in Hong Kong and Antwerp, 3D animations, print ads, and other found material. The voice over text is focusing on De Beers’ marketing strategies through decades, the emergence of the famous slogan “A Diamond is Forever,” and the creation of a myth of diamonds as symbols of love and commitment. [publisher’s note]