Disability looks good on Viktoria Modesta. The Latvian singer and model worried her career would be decimated by the leg amputation she underwent at age 20 after more than a dozen surgeries failed to fix damage the limb suffered at birth. Quite the opposite, Modesta’s performance in the new music video Prototype showcases a physicality that is not only inspirational, but aspirational. Modesta is a badass, sexy, futuristic icon; an empowered woman who lives by her own rules and inspires others to do so, too.
Prototype has gotten over 1 million views on YouTube since it was posted December 12. In addition to reshaping how viewers think about disability, the video also channels the modern American zeitgeist of tech as hope, tech as inspiration, tech as boundlessness, tech as the future—concepts whose implications we discuss in depth in our newly released State of the Consumer Report (available to U.S. Yankelovich MONITOR subscribers).