On seeing was presented as a manifesto book by Celina Ludes. It challenges the idea of a fixed publication. Rather than offering a singular narrative, it becomes a mutable artefact where image, text and physical interaction resist definitive interpretation. The reader becomes an active participant, constructing meaning through their own memories, emotions and experiences. At its core, the project suggests that what we see is never fixed but constantly rewritten through perception.

The publication is divided into three chapters.

Chapter one, seeing through imagery explores photographic perception through a fashion experiment in which three photographers create editorials using the same model and garment. Their differing approaches reveal how identical conditions can produce entirely different narratives, suggesting that originality belongs not to the subject but to the eye that meets it.

"From the moment I opened my eyes, I was surrounded by red Persian carpets. These early memories shape your sense of beauty and taste in ways you only understand later. It's like what Saint Laurent found in Marrakesh and Rothko in Florence. some people travel to discover that kind of inspiration, while others grow up inside it, so I stopped fighting it."