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, womenswear designer 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.