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Rewind/Forwind: 238 Fashion Pictures 1995-2000 by Yohji Yamamoto | Milkbottle

Rewind/Forwind: 238 Fashion Pictures 1995-2000 by Yohji Yamamoto

This publication celebrates Yohji Yamamoto’s 20 years in fashion. It compiles all 238 images that were produced for Yamamoto between 1995 and 2000.

Celebrated art director duo M/M (Paris) were the driving force behind some of Yohji Yamamoto’s most iconic images, collaborating with the Japanese designer over several years in the 1990s to realise his bi-annual catalogues. These saw photographers like Craig McDean, Inez and Vinoodh and Paolo Roversi tasked with bringing Yamamoto’s collections to life in a wonderfully vibrant and conceptual manner. In 2001, M/M (Paris) opted to release all the images they’d created with Yamamoto in the form of an extremely collectible tome. “We realised that not everyone had seen these images, so decided it would be great to publish a little book that would be called Rewind/Forward, collecting all the images that we produced for Yohji Yamamoto,” Mathias Augustyniak to Emma Hope Allwood for Dazed Digital. “That was a very peculiar side of this project – it’s rare in fashion that there is this continuity and that you are able to write a story, because fashion is about changing every six months. The idea was to close this project six years after by publishing a catalogue that would be a story for all the images that we were doing for this brand.”


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Rewind/Forwind: 238 Fashion Pictures 1995-2000, by Yohji Yamamoto

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