William Eggleston was born in Memphis, Tennessee, in 1937. His color photographs first came to public attention in the mid-seventies, most forcefully in the 1976 exhibition William Eggleston's Guide. Eggleston's startled audiences by intensifying the banality of the color snapshot to a level that demanded aesthetic response. Many viewers were forced to confront the emptiness, even the visual insipidness, of typically American scenes. His pictures showed non-descriptive interiors and exteriors of modern American blindness to style or taste. His photographs are mainly color, dye-transfer and pigment digital prints that translated well-composed snapshot views into large-size images of saturated color and heightened contrast. Eggleston forced attention by exaggerating the ungraceful seeing and falsely "real" color of amateur 35mm slide photography. Visual shouting made audiences confront the lack of beauty or style in the snapshots and the contemporary environment that they were accustomed to accepting without notice. Photology has been representing William Eggleston since the mid-nineties with a solo show in Milano in 2008, Portraits 1974. Some of his vintage prints are also included in the group exhibition 20forU. Eggleston’s major retrospectives were featured in 2008 at the Whitney Museum in New York City and in 2012 at the Gagosian Gallery, in Los Angeles.