Top Listing Room

The iconic British style magazine "i-D" delivers a guide to the world's most important designers. "Fashion Now 2" is illustrated with the very best fashion photography and styling, extracted from the archives of the magazine that celebrates its 25th anniversary in 2008.

Just as a person contrives a style, the purpose of which is integra! tion and the effect of which is presentation, so a nation coll! ectively projects an appearance, a "national" style. Such styles are made of many layers. The deepest layer is composed of the immutable and the traditional. Nearer the surface floats fashion, changeable but sometimes more abiding. And frothing on the surface is fad.

By definition a fad is novel and appears from outside. Fads must have instant appeal and do not have a long shelf life. In Japan, an assortment of islands, the outside is often the quality that defines the inside.

Japan has a history of chasing fads and fashion. Since the 19th century, foreign products have been welcomed in, from the cult for "squeaky shoes" in the mid-19th century to the current fad for virtual reality girlfriends. Japan’s mandate was that, having been opened late, it had to hurry to catch up. Fads provide both a social distraction and a sense of cohesion, indicating not only foreign importation but also native adaptation.

The Image Factory is both an investigation into fa! ds, fashions and style â€" such as US Army surplus uniforms, "pachinko", mutating hair colors â€" and an appreciation of their inherent meanings. The Japanese have seized upon fads and fashion as an arm of enterprise to a much greater extent than elsewhere in the world. Ephemerality has been put to work, the transient has become industrialized, and the results are highly conspicuous.

From hippie to disco to punk, this look book relives 1970s fashion via clothing advertisements from the decade. In between its covers youll find bell-bottoms and feathered hair mingling with platform shoes, Diane Von Furstenberg wrap dresses and endless amounts of polyester (what were they thinking?).