It’s about hidden messages. After making enquiries about “cheap” I found out that there are many paraphrases of this word.
On the basis of a story telling about the “life” of a piece of clothing, these flowery phrases hide in these back-and-white photographies. Furthermore the buying public is expecting to buy stuff on good terms without being clear on the fact that those clothing manufacturers are forced to work under the toughest conditions. In the end the message is obvious: Nobody is interested in quality.