The idea for this piece came from thinking about the fallacy of so-called ‘hustle culture’ - the lie sold to us by consumer capitalism that if we just work hard enough on our ‘grind’, we can attain the same as the super-wealthy.
I took the term ‘grindset’ and applied it literally, creating a visual metaphor for how billionaires *actually* amass their wealth - exploiting human labour and destroying natural resources. By framing it as a product and covering every part of it in 24 karat gold leaf, I wanted to provide commentary on the way we are sold ideologies that look alluring and attractive, even though they ultimately harm us more than help us.
