Self Service 1994-2026, The Ads

The new expanded edition of an IDEA classic, favourite and bestseller—now spanning 32 years of advertising from Self Service.

The first editions of SELF SERVICE: THE ADS covered 1994–2019, followed in 2022 by the first expanded edition. Now, four more years have been added, creating an indispensable 400-page visual survey of fashion advertising from 1994 to 2026.

This edition includes all the advertisements featured in the previous editions, from 1990s favourites such as Raf Simons, Helmut Lang and Prada to Nicolas Ghesquière-era Balenciaga. It also brings the story up to date with campaigns from Demna’s Balenciaga, Bottega Veneta and more.