“Consumed" served as one of Simons' most coveted and radical collections, reflecting his take on global consumerism. The brand wanted to portray consumer culture as two shifting personalities; a dystopian future wrecked by globalization and an avenue for youths' self-expression. Simons turned to 80s artist Ashley Bickerton who made collages out of brand logos for inspiration and proceeded to create garments with corporate logos and bold texts like "membership" to express his fascination with the attraction of corporate branding in consumer culture. Suit jackets, bombers, fisherman vests were all altered into utilitarian survivalist uniforms of a post-apocalyptic world, as seen by the exaggerated compartments, harnesses, and fishnet material used throughout. Some of the most recognizable pieces from the collection include the parachute bomber jackets, the spray-painted can accessories, and the Penelope Tree graphic hoodies. SS03 was a brilliant, sardonic narrative on how society devours commodities and the influence that branding had on consumers, especially youths.

Written by Zhong Ke