In every photograph, Sherman is — as she has been for 30 years — both the photographer and the model, assuming another perfectly-calculated female identity with wardrobe, make-up, prostheses and false teeth. Back in the late Seventies, Sherman was at the vanguard of a group of New York artists, whose themes were the ever-repeating formulae of popular and media imagery. She began with "film stills" in which she appeared to be the starlet of an instantly recognisable but impossible-to-name movie.