ConsumeRinseRepeat is a publication critiquing consumerism in fashion, particularly how fashion ads and campaigns operate as an infinite cycle of rinsing and repeating. Broadly, fashion can appear glamorous, but when looked at more deeply, it becomes mundane and identical. Throughout the book, the same motif and symbol repeat to convey how something can look visually appealing at first, but once more is revealed, it is the same mundane thing.