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Designer Anthon Raimund initially began photoshopping his images to make his friends laugh, but when he became inundated with questions about his ‘cosmetic procedures’ he quickly realised the power of Instagram to project a personal mythology. Anthon is fascinated by the fluid nature of digital identity, and how it can be used to construct an online persona wholly different from our IRL counterparts. Although his Instagram is undeniably a parody of mainstream accounts, it is also a homage to them. Anthon feels that excess, glamour and artificiality are qualities to be celebrated, not scorned at.

Good evening.

I’m society beauty and heiress to the night, Anthon Raimund. The face that launched a thousand likes. With curves like home county hills and limbs like lines of white powder, I’m the darling of the dancehall. My lips are as wide as the legs that greet them, my almond eyes send sane men nuts and my blonde locks flow in streams of compliments.

Whilst my look is as natural as the craving for midday champagne, I am still pestered with requests on how to emulate it. The truth is, darlings, you can’t. I am the product of impeccable pedigree, a genuine genetic jackpot. However, because I’m as charitable as I am charming, I do understand the obsession – why look like you, when you could be my pale imitation? Generously, I instructed my assistant to use her day off exploring Photoshop so, digitally at least, you stand a chance. Here is how it’s done.