I saw this poster in Genua last year and found the unintentional imperfection striking. It made the advertisement more interesting than it initially was. In advertisements like this, where the use of Photoshop is common ground, there the property of the material to fold and wrinkle came around much stronger than the flattening Photoshop skills. The paper was suddenly more real than the presented image on the paper. The paper of the advertisement showed what the human face is showing when it is getting older. It’s just a question of time. Time fashion industry wants to freeze by presenting young Photoshoped faces. This poster is unintended more real than the original (flat intended) one, but we are used to see perfection in advertisements. We believe in it, until a folded surface tells us that it is all imaginary and that in the end the image is just ink on (wrinkled) paper.