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What is the secret behind Hema’s simplistic design? You will learn about it if you click the image and watch…

Picture from

Click to watch the documentary “Het geheim van de Hema” (in Dutch).

After working at Hema in September 2012, I was thrilled to get a closer look at the bigger ideas behind the Dutch company. This documentary gives an insight in the expansion abroad and outsourcing of the production of clothes to China and Turkey.

Best before: date

This Dutch documentary questions popular notions of beauty. Do women stop being interesting after a certain age? What can they do to reverse this proces? Should they take action?

Especially interesting are the answers people give to the question: “what is beauty?” Notions of beautiful and normal are mixing, into a situation in the standards go up and only the pretty are considered ‘normal’.

Picture taken from

Best Before documentary

Tweets (Dutch and English)