Pareidolia is the tendency for incorrect perception of a stimulus as an object, pattern or meaning known to the observer. For example, seeing objects or faces in clouds.

Since her childhood, Max Zara Sterck has seen inanimate objects take the shape of dresses or tops before her eyes. She would take these unassuming items home with her and sketch a female body around the object.

From a humble plastic bottle to a crumpled candy wrapper, no item escaped the designer’s childhood imagination.

Nowadays, by draping with fabric across a mannequin or a live model, the designer considers how abstract lines and shapes can be transformed into designs.

The Pareidolia collection is a celebration of human imagination