July 2, 2026 | A Coruña, Spain MOP Foundation, led by Marta Ortega Pérez, Chairman of ZARA and Inditex, announced it will host a major solo exhibition of British photographer David Sims, titled "The Hamster Becomes The Problem." Sims is recognized as one of the most influential visual storytellers of his generation, a photographer who has continuously redefined and breathed new life into the creation of fashion imagery. Born in Sheffield in 1966, David Sims has consistently captured the shifts in contemporary culture throughout his career. Moving fluidly between editorial, advertising, and personal work, he has consistently challenged the conventions of fashion photography. Through collaborations with leading fashion designers and magazines worldwide, he has produced numerous culturally significant works and exhibited them globally. His work is also held in the collections of major institutions such as the Victoria and Albert Museum, the Los Angeles County Museum of Art (LACMA), and Tate. Sims possesses a deep understanding of photographic history, while also constantly looking towards the possibilities that technological advancements bring to photographic culture, image production, and platforms for presentation. In the late 1990s, as his career gained significant momentum, he quickly grasped the essential implications of the impending digital age. This exhibition delves into the story of the moment when the creative intent that would form the foundation of his work over the subsequent three decades was shaped, precisely from that turning point. "The Hamster Becomes The Problem" feels like an exceptionally personal journey, with David Sims himself inviting visitors into his archive. It will be an experience of encountering the narratives he has created and their protagonists, traversing and discovering connections within the vast body of work that has shaped the visual language of contemporary culture. This exhibition, which moves freely between fashion and documen