Fashion Flip Book is a limited-edition photography book by Agata Serge - a reflection on identity, individuality, and the evolving role of fashion models. Shot entirely on medium-format film, this 296-page hardcover celebrates process, personality, and storytelling through timeless analog photography and contemporary design.
The book is divided into two parts: an interactive flip section, where viewers can mix and match model segments - a playful and symbolic take on identity and fragmentation, and a series of standalone fashion editorials, each focused on the individuality, energy, and emotional presence of its subject.
What began as a single idea grew into a three-year journey across New York, London, Los Angeles, and Paris. Each chapter of Fashion Flip Book captures an iconic figure in fashion - fifteen models whose presence, individuality, and personal stories shaped the project.
From the intimacy of the darkroom to the scale of international productions, the book blends craftsmanship with narrative. Every frame was shot on a Mamiya RZ67, every selected negative hand-printed in the darkroom at ArtLab Warsaw, then carefully scanned and refined. Out of 3,920 frames, just over 300 were chosen to form a cohesive body of work.
The Flip Section
At the core of the book is a unique interactive element: a flip section that divides each photograph into head, torso, and legs. By turning these segmented pages, readers can mix and match different parts of the models, creating thousands of unexpected silhouettes and combinations.
This playful design carries a deeper meaning. It reflects how, for decades, models were often treated as interchangeable figures in fashion, while Fashion Flip Book reclaims their individuality. Each combination becomes both a commentary and a creative act - reminding the viewer that identity is never fixed, but fluid, multifaceted, and open to reinterpretation
The Models
Fashion Flip Book brings together fifteen icons of fashion: Helena Christensen, Amanda Murphy, Colin Jones, Tasha Tilberg, Hanne Gaby Odiele, Karolina Kurkova, Anja Rubik, Saskia de Brauw, Milla Jovovich, Alex Consani, Amelia Gray, Georgia Palmer, Sasha Pivovarova, Lara Stone and Aweng Chuol.
Each editorial is both portrait and story - a collaboration shaped by personality, energy, and emotional presence.
Fashion Essay by Alessia Glaviano
The book features a specially commissioned essay by Alessia Glaviano, Head of Global Photo Vogue. In her text, Glaviano explores the shifting role of models in fashion - from silent mannequins of the past to today’s cultural voices and collaborators.
Her essay frames Fashion Flip Book within a broader conversation about identity, representation, and the power of images to shape culture. It adds a critical perspective to the visual narrative, giving readers both context and reflection, and underlining the book’s position not only as a photographic object, but also as a cultural document.
Art Direction & Cover Design by Federigo Gabellieri
The visual identity of Fashion Flip Book was shaped in close collaboration with Federigo Gabellieri, whose art direction brought coherence and clarity to the project’s many layers. Together, we translated a body of work created over three years and across four cities into a single narrative - balancing the raw intimacy of film photography with the refinement of a carefully curated object.
The cover design reflects the book’s essence: minimal, sculptural, and timeless. Its bold typography and restrained layout echo the interplay of contrast that defines the images within- light and shadow, individuality and interchangeability, playfulness and depth. Every detail, from the choice of paper to the rhythm of the spreads, was considered to create a tactile experience where form and content speak with one voice.
From the first moment, this project has been a collective effort, built through trust and collaboration. In gratitude, the proceeds from 100 copies will be donated to SEXEDPL, created by Anja Rubik, one of the book’s featured models.
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