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Pure Blush, a collaboration between Rubén Grilo and Dan Walwin, shows the daily life of a herd of cows on Grilo's family farm, located in the interior of the mountains of Galicia, Spain.
To make it happen, a camera modified to capture exclusively ultraviolet ambient light was used, revealing a reality that would otherwise be invisible to the human eye. The result is an image of a distinctive purple color that irremediably evokes Lila, Milka's iconic cow. The aseptic imagery of the chocolate brand thus succumbs to the detail of what appears in front of the camera, in a radical exercise of materialization.
Lila appears for the first time in 1973, the same year in which several members of the family emigrated to Switzerland, forcing them to temporarily get rid of the livestock. This fact signals the change from a subsistence model to a more industrial one, as endorsed by the later introduction of productive breeds such as the Simmental, the same one on which Milka's mascot is inspired, and which is still present on the farm. Despite this, the piece is neither an identity device nor a nostalgic approach to family history, but an operation of estrangement through the camera guided by Walwin. A defense of the alienation of the near as a way of looking at the world.