joe cruz  is a london-based graphic designer with illustration as a specialism. cruz is particularly fond of using fashion photography to express youth and beauty, but with the objective to emphasize society's blatant obsession with celebrity culture and the aspiration to be recognised and remembered. the world of fashion is also a strong influence because his grandmother owned a factory in north london making garments for the likes of vivienne westwood and alexander mcqueen. opening on thu - sep 3 [6pm] at the book club in shoreditch is a solo exhibition of exemplary pieces by the artist. on display are works infused with colour, but applied in different formas and in a symbolic way. cruz mainly uses soft pastels, acrylic paints and a mixture of printing technique. topic-wise, he draws inspiration from beautiful and strong men and women. the main theme is portraiture, expressionism and form, and as said, he predominantly uses pictures from old fashion publications. location: the book club, 100-106 leonard street [shoreditch].