Grounded in this dialogue between observer and image, Roddick’s work considers the relationship between consumer and retailer. Through beautiful distortion, the images consider the fantasy and fetishism of the fashion industry. That the truth of the image is out of reach, unfathomable and altered, considers notions of desire that question commercialisation. Have we come so far in our commodification that we are unable to turn back? Have we contorted our understanding of ‘need’ to the point where it is indistinguishable from ‘want’?

Roddick draws on Baudrillard’s ‘hyperreality’ which argues that “postmodern societies, saturated by media and information technologies, have entered an age of simulation” in which nothing is real. For example, images of a place such as New York have become more realty human experience that the real entity. Roddick plays on ideas of representation and reproduction. We can see the chain store as an endless repetition, a fabrication of reality that mutates and clones itself for every high street. We can consider Baudrillard’s contention that advertising sells more than individual products, instead packaging up a whole entire social system.