IDEA - Behind The Scenes - Sofia Malamute

The book is a photographic diary of a life inside fashion: 2013–2019. IDEA knows these years well. It is when they were first publishing books; indeed it is when we first met Sofia, with Mica Argañaraz, Paul Hameline,Demna, Lotta Volkova, Pierre-Ange Carlotti and Kiki Willems at the launch of the first VETEMENTS book in Paris. That launch was just one event, of course, Sofia saw and photographed many mores hows and parties and idle times in between.

The book carries a foreword by Sofia's fellow Argentinian, Sebastián Faena, that is, quite wonderfully, the most quotable introduction to a book we have ever read. He explains it all perfectly. It was the Instagram decade.It was all done for it, and nobody printed their pictures anymore .And so they got lost, erased or archived. And we’ve had no proof of this period. It’s the first time I can look back at this decade and think of it as a thing. That is very much what it is. The first visual history of the decade before our own. And because we move so fast now and see past so many pictures, so many times a day, that to scroll back your IG feed to 2013 could take an hour for every year. It's all so long ago. Like ancient scrolls!