‘What the Cake?!’ is The Shapes Of’ first initiative, created to shine a light on the often-overlooked world of Glycogen Storage Diseases (GSDs).
At its center is a surreal Victoria sponge cake—a tempting yet forbidden treat for GSD patients—which becomes a striking metaphor for how our bodies store and use energy.
Through the SCI Lens (See, Clues, Insights), the cake transforms into more than dessert: melting icing twists into wires, light bulbs mirror disrupted energy flow, and hidden patterns reveal the biochemical defects behind these rare conditions.
By turning complex science into visual storytelling, this project makes the invisible visible, raising awareness and empathy for those living with GSDs.
Every illustration is guided by the concept of the SCI Lens (yes, we made that up!). It’s the approach we hope our audience takes with our garments:
- See: ‘This looks nice.’ The first glance is all about colours, shapes, and textures.
- Clues: ‘Wait a minute… something’s not quite right.’ Here, curiosity kicks in as the viewer notices details that hint at something deeper.
- Insights: Now the audience is invited to explore the details and uncover the scientific meaning, guided bythe artist’s vision.
This process mirrors how we explore science: noticing details, asking questions, and discovering meaning.
For our audience, fashion and art take the shapes of science. For us, the creators, it’s science taking the shapes of fashion and art.
That is the thing, you don’t. We knew this was a difficult one to remember and we got you. The cake on the back of the each garment or tote has a riddle that explains everything:
“Get a slice of cake and I’ll tell you a story on what our body makes.
Dripping icing as sugar drops that will make your energy pops. As electricity runs through the wires to turn those lights up, let the
sweetness flow into your blood.
Fuel your muscles to run after that train, safely store the excess in your liver and leave some for your brain.
But watch out, friend, ‘cause for some of us the melting icing won’t have a good end. Alter that sugar flow and bizarre disorders will grow,
as happens with broken wires where the bulb doesn’t glow.
Sweetness is trapped into your liver which will no longer be your energy giver.
Your body will refrain to eat that cake ‘cause it will fall into pain. That is an unusual situation caused by a mutation, it takes the name of
glycogen storage disease, and it goes by the name of GSDs.
This is the tale, darling, and a bunch of lab geeks are getting more deets but for now take a seat and enjoy the treat.”