Zoe Whitfield is a London-based writer whose work spans contemporary culture, fashion, art and photography. She has written extensively for international titles including Interview, AnOther, i-D, Dazed and CNN Style, among others.
‘I hear all the time, from art director friends, that the campaigns they see most frequently on moodboards,’ says Norbert Schoerner, relaying the legacy of his work with. ‘It's a great compliment, to have had that sort of impact on photography, but by no means could we have anticipated that 20 years later would have such a ubiquitous presence in visual culture.
Perhaps unsurprisingly, Schoerner was first invited to make a book a decade ago by someone else, but the timing wasn’t favourable; when conversations with IDEA began, something clicked. ‘The book then happened really quickly, it took about five months. For certain ideas it's good to have momentum and just a really immersive, creative approach,’ he notes, acknowledging the contrast with his.
Norbert Schoerner: Prada 1998–2002’s first run of 750 copies have sold out, though the book will be distributed to global retailers in the coming weeks.
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