‘’Anything you cannot relinquish when it has outlived its usefulness possesses you, and in this materialistic age a great many of us are possessed by our possessions.’’ - Peace Pilgrim.

Today is ruled by the culture of possession, nourished by consumerism that manipulates our souls as if we were puppets to be exploited. It instils the desire even before it is made manifest and, the moment it is satisfied, it draws us back into the loop by creating another one. In this French Fires editorial, photographer Olga Urbanek explores this concept and urges us to live by experiences, not things. Model Jamela Beyala is the protagonist of a narrative climax that begins with an extra-volume tulle dress, accompanied by flashy accessories, and ends with a simple and somehow adolescent garment. All credits to stylist Massimiliano Alessandro D'Antonio, make-up artist Anri Omori and hairstylist Hanna Heinonen for the curated looks. Liberating oneself from possession seems madness, but perhaps it is the only way to find freedom.

Photography: Olga Urbanek / olgaurbanek

Styling: Maximilian Alessandro D’Antonio / inferno.diary

Hair: Hanna Heinonen / hannafabuloushair

Makeup: Anri Omori / anri_omori

Model: Jamela Beyala
@ Iconic Management

Words: Giorgia Ribaldone / giorgiariba