winter/spring 2010

At idress we curate fashion photography and unlike other fashion curators (blogs, magazines, galleries, and museums) we focus on self-styled, self-photographed real people. We believe in the beauty and power of self expression including the right of any individual to create imagery that drives, motivates and illustrates their vision and ideas. Fashion may be public but style is personal. During The idress Project we invite men and women of all background to take photos of themselves, friends, family and colleagues. Without retouching, we curate the photos of participants (dj’s, yogis, sculptors, managers, bookworms, teachers, writers, mothers, fathers, synchronized swimmers, students, painters, chefs, musicians, surfers, skaters, bankers, jewelers, waiters, buskers, gardeners, retailers, rolfers, juice extractors, etc.) who moonlight as contributors, muses, editors, photographers and stylists through their authentic selves in their everyday clothes. At the end of The idress Project everyone is connected.