Azarhi's book is about fashion, fashionable clothing, fashionable people, and fashion events the author participated in or witnessed in the 1990s and 2000s. It is the first book to explore St. Petersburg fashion designers (V. Bukhinnik, O. Biryukov, T. Parfenova, T. Kotegova, and others) and the borderlands between contemporary art and fashion—various actionist practices related to clothing (Kharms Festivals, performances by Gluklya and Tsaplya, etc.).