The (not) new IDEA book is PRADA 96-98 by GLEN LUCHFORD. SECOND EDITION.
Due for publication end of the November 2021. It is, very possibly, one of the greatest fashion photography books ever made. We can say that - as IDEA - because although we are publishing it, it was Prada who commissioned Glen; Glen that spent two years of his life making these images; Amber Valletta and Willem Dafoe and Joaquin Phoenix and others who modelled for him; David James who art directed the original campaigns and Ezra Petronio who has designed and fashioned this new book. And then there is Lou Stoppard who interviewed Glen for the text in the book. And... the Italian printers and bookbinders who took such care over it.
“I see them as cinematic but I wasn’t creating narratives. I just had films in my head and scenes that always stuck with me, and I wanted to find a way to recreate them in a fashion context - it was nothing more complex or intellectual than that, it was pretty simplistic actually.” Glen Luchford.
The book has large 12 x 11 pages on which many of fashion’s most iconic and memorable photographs are beautifully printed. In sections between them, inserts on Chromolux paper are sewn in. These mini booklets present contact sheets, lighting tests, alternate takes and location shots. In the discussion with Lou
Stoppard, Glen tells the story of the making of these images.
“I did feel sorry for Amber. That water was actually full of these little red wriggly worms that were absolutely disgusting. As I was shooting it, I just remember thinking, if I were her I would be freaking out. They were going in her ears up her bum, everywhere.”
Text by Lou Stoppard and Glen Luchford
Art Direction by Ezra Petronio
Production by Dominik Pollin
Clothbound hardback with debossed prints and text on front cover and printed photograph on back cover
30.5 x 28cm
116 pages including Chromolux inserts
Edition of 1000