There is a never-ending SALE in the Netherlands. It tempts us to buy more than we need, encouraged by low prices. With the help of marketers and graphic designers, this commercial system triggers our subconscious. SALE has become a way to stimulate mass consumption, instead a way to clear out old collections to make room for new ones. These discounts are attractive, but we forget that cheap items are often made under horrible conditions.
During this project I photographed 500 shopping windows, with SALE signs in the Netherlands, Belgium and France.
@Blue City Rotterdam, 2019