Yahoo Lifestyle Can a Book of Beautifully Curated Images Change the Public’s Perception of Fashion?
LONDON — “The word ‘fashion’ unfairly gets a bad reputation. Outsiders often see it as an industry that is shallow, uneducated and fake,” writes Matthew Egorov in his editor’s note for his debut book, “The Book.”
The publication is an image first tome with only the title of the book on the cover. Inside, there is an original photo shoot concept featuring Jameela Jamil, Ingrid Donat, Amalie Gassmann and more, as well as street-style images shot by the likes of Noor-u-Nisa Khan, Danny Bird, Josh Payne and more.
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“The Book” has very few words, except for the chapter openers that briefly describe the theme of the images.
“I kept hearing over and over that fashion wasn’t something serious, but it’s a really big industry and it’s an art form; it forms a part of culture. Nobody tells a painter or an auctioneer at Sotheby’s that they’re not serious when they talk about their jobs,” said Egorov, who has a background in finance, in an interview.
The 23-year-old graduated from King’s College London with a degree in management science with a minor in coding. He then had a brief stint at McKinsey & Co. before venturing into fashion.
In “The Book,” Egorov wants to capture the beauty of fashion in all its glory and extravagance. Photo shoots took place in a studio, using 3D technology for the set design.
Jamil’s chapter is titled French Garden. It featured her laying on a bed of flowers wearing an Oscar de la Renta cape; Annabel Mae plays around on the wing of an airplane with a silver Louis Vuitton trunk; Yamato Inoue mimics Marie Antoinette in a grand Parisian town house surrounded by a selection of cakes; Achai Maper and Kwan Jo ski in Mugler bodysuits and vintage skis with Balenciaga’s knife leather boots.
Brands such as Dior, Boodles and Patrick McDowell got involved in “The Book” by lending pieces.
The book also touches upon interior design and craftsmanship. The Carpenters Workshop Gallery opened their studio doors for a sneak peek inside and there are furniture pieces by Rick Owens, Jean Prouvé and Maarten Baas photographed.
There are two versions of “The Book” — one that’s condensed in a magazine format with half of the images retailing for 60 British pounds, and the hardcover version with 240 pages priced at 150 British pounds — sold only on bymatthew.com for now.
Egorov said he’s already brainstorming other ideas for a follow up book. “We don’t just want to produce ‘Book One,’ ‘Book Two’ or ‘Book Three,’ but books with different themes that still look at life through the lens of fashion,” he added.
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