At the base of this collection are the Hopi-indians from Arizona, USA. To them, 'hopi' literally means 'the good people'. The question Straetmans asked was "what is good?". In what way is the woman 'good' in our western society, and especially, in what way is she not good? Not good, not beautifull, not true. Straetmans worked with clichés and stereotypes in the women's image. He worked with characteristics that some people don't find good or beautiful, but which he does. He wanted to translate all that negativity into something positive.