Consumers’ trust in brands is eroding, and more and more consumers, especially millennials, are demanding greater transparency across the value chain. A scandal in July 2020 erupted when an undercover report unearthed fast fashion brand Boohoo’s illegal practices. The retail brand was employing workers in a factory in Leicester, in the UK, for £3.50 an hour, despite the minimum wage in England being £8.72.

This art piece depicts the ironic clash between a brand’s external surface and what goes on behind closed doors, probing how customers would react if brands had their supply chain activity exposed and rendered transparent. Both in revealing the dark truth that lies behind the gilded facet of marketing ads and in comparing a retail store to a restaurant where clients can watch their food being prepared through a glass window, this art piece questions Boohoo’s and other fashion brands’ unethical practices by putting them on display.

How would consumers react if they could see what they were truly being served?