Hef Prentice

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"Prentice captures the blurry line between darkness and innocence, desire and restraint. Her young subjects, donning fishnet tights and sheer underwear, inhabit decadent interiors hidden from the outside world. Capturing intimate atmospheres on 35mm film, the young analog photographer casts a curious eye on young sensuality. When she’s not shooting, Prentice also flexes her fashion stylist and visual artist muscles form time to time".- Dazed and Confused Magazine

“Magic realism
Who is the fantastic character from @lilithbysita's profile and who is behind its creation? As we mentioned, this is the face of the jewelry brand Sita Abellan, and more specifically the Spring-Summer 2020 collection - ALEPH, inspired by carnality, magic and feminism. The project also refers to the mythological view of the woman, which is connected with the contemporary vision of humanity. HEF PRENTICE ( bb.motion ) - an Argentine photographer, artist and stylist is responsible for the 3D images. In her works, realism is borderline with the world we know from films about the future.” - Natalia Tokarz

"Hef Prentice is a young photographer based in Argentina. Watching at her works actives an immediate mechanism so that we are automatically catapulted in her world immersed in an atmosphere that is at the same time fairy but dark, gentle but strong. It’s a world of clear contrasts that, however, create a perfect balance. Her photographs absorb you completely and catapulte everybody everywhere and at no time. The atmospheres are halfway between prohibited and mystery, maybe spiced by a bit of anxiety. Imprecise cut but not accidental images that arise in her thoughts and become real on photographic film; it’s the lively reality in her mind and photography it’s the code she uses to communicate it." - Artwort, Italia

“Americana Exotica” is the pinnacle of the romantic tapestries Prentice can create digitally—a vivid fantasyscape featuring a group of otherworldly female figures with cyborg features, in repose surrounded by lush nature. It’s a fairy-tale, if it were set in the year 2100”. Emma Firth - Wetransfer

In 2023, Prentice was selected as the artist of the month by curators at the WeTransfer platform and took part in the 5th edition of Mutek AR 2023.

Selected works: Indira Paganotto, Sita Abellan, Kim Kardashian, JBalvin, Lilith by Sita, Mishbv, Alyx, Viktor & Rolf, Paris Fashion Week, MAC Cosmetics, Maybelline, Max Factor, Kappa, Warner Bros, Electric Zoo Festival, Pollen Festival, Tecate pal Norte Festival, Blackmamba, Cazzu, Henri Bergmann, Watergate Records, Beatport, Automatik Records, Cole Knight, Tramando, Sadaels, Kuurth, Las Oreiro, Sketch-y, Las Pepas, Vogue Italia, Indie Magazine, Nakid Magazine, Contributor Magazine, Sicky Mag.

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Prentice is currently working in Barcelona as a creative designer and collaborator for jewelry houses, where she designs collections, sculpts, and models pieces in 3D. These designs are then 3D printed and cast into metals with precious stone inlays. She is a fresh and alert mind, brimming with ideas that draw from the past, present, and future.

She also collaborates with international DJs such as Indira Paganotto, working as a designer, creative artist, and VJ, as well as a graphic designer for Henri Bergmann's label in London. Additionally, she actively participates in leading contemporary art festivals and galleries worldwide, such as Mutek AR 2024, where her digital art and animation work was showcased for two consecutive months.

Prentice’s significant and successful collaborations have established her as one of the most prestigious and sought-after artists and designers in the world today.

In 2024, her work was selected by the renowned French publisher Gallimard to be featured in the new edition of the acclaimed art history book 100,000 Ans de Beauté.

Under the scientific direction of Pascal Picq, Georges Vigarello, Marc Nouschi, and Françoise Gaillard, 100,000 Years of Beauty unites contributions from over three hundred authors from diverse cultural and linguistic backgrounds, spanning approximately thirty-five nationalities. For over one hundred thousand years, the human pursuit of beauty has been a profound and universal endeavor, with the human body serving as its ultimate canvas. Through body shaping, the definition of ideals, the application of colors, hairstyles, adornments, nudity, and clothing, this rich tapestry of expressions forms a language that communicates cultural identity, gender, era, age, and social status.

Prentice was awarded a prestigious scholarship by LCI Barcelona to pursue a Master’s degree and postgraduate studies in 3D Animation and VFX. She is currently engaged in groundbreaking collaborations with scientists, merging sound art and technology in innovative projects.

¨Hef Prentice’s work emerges at a critical juncture in contemporary digital art: the point where technology ceases to be a mere tool and transforms into a new way of conceiving what we understand as human. Her exploration of the female body through CGI and artificial intelligence goes beyond the history of art and its archetypal obsession with the feminine. In her work, the body takes on a new dimension: the organic and the synthetic collapse into a hybrid space, where figures no longer belong to biology nor machine, but to a new entity that challenges traditional evolutionary categories.

By moving beyond classical narratives about the body, Prentice’s figures become manifestations of a femininity empowered by the ambiguity of this pivotal moment. In this interplay between visual representation and the reality of virtual space, she proposes a body that, despite being shaped by algorithms, possesses its own existential weight. Her work generates a palpable sense of unease: as the viewer enters Prentice’s worlds, they are confronted by entities that appear human but are something more—perhaps their own future versions—like a slightly distorted mirror reflecting the next stage of collective metamorphosis.

The Bestiary series is one of the clearest manifestations of this approach. Inspired by medieval catalogues of fantastic creatures, architecture, and sculpture from multiple cultures, Prentice creates beings that oscillate between the biological and the mechanical. These fascinating hybrids, although crafted using software, possess a deeply animalistic, organic, and mythological quality. It is here that Prentice’s work touches on the ancestral, while looking forward—as if to say that in this new digital world, we are still searching for those mythical creatures, but now we find them in the convergence of bytes and synthetic skin.

The constant dialogue between the body, technology, and mythology defines Prentice’s work as a space for reconsidering who we are in a world where flesh and code are beginning to intertwine irreversibly.¨

Text by Diego Gravinese

PRENTICE

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