Isha Bhatti Explores Identity
Isha Bhatti is an Art Director and Artist based out of NY. Working with well known brands professionally, and creating meaningful pieces of art personally. Her creative work focuses on the intersection of eastern and western identities.
CHE
Bhatti is the creator of Che, an online concept store that serves as a lens for how we view identity, daily life, and our interactions with different people, places, and things. The motivation for the concept was two-fold. First, to celebrate Pakistani artisans and their craft. Second, Bhatti wants to reach Pakistani Americans who want to connect with their culture, identity, and roots.
THE PAKISTANI AMERICAN CONSUMERISM SERIES
Bhatti’s graphic designs for the Pakistani American Consumerism series features a mash-up of Pakistani and American commercialism, playing with globally recognized brands such as Nike and MTV alongside references to staples of Pakistani culture, such as the popular rose-colored syrup known as Rooh Afza and PTV, Pakistan’s state-sponsored television network. The intention is to highlight the duality of being so equally connected to both identities.
Artist Statement:
The Pakistani American Consumerism series is my understanding of self. It’s the duality of being so attached and immersed in two idiosyncratic cultures; it’s the upshot of being raised east in the west.
I chose consumerism as my vessel because through it, we create an identity for ourselves. We pick and choose these products that we want to associate and have represent our soul. Our eastern and western parts are not mutually exclusive. They are mere parts of our larger individual identity.
