*Fashion 2.0: A History of the Industry Since 2008* is a chronicle of contemporary fashion told through the lens of one of the Russian fashion landscape’s most influential spaces: the concept store KM20. From global trends to local cultural shifts, and from early collaborations with Vetements and Raf Simons to the digital age and new forms of self-expression, the book traces the industry’s evolution and KM20’s role at the forefront of these changes. The book’s structure weaves together three narrative threads—"The World," "Russia," and "KM20"—demonstrating how global processes are reflected in the local context and transformed into unique cultural phenomena. Certain chapters also feature personal letters from Olga Karput, in which the KM20 founder recounts key milestones of her professional journey firsthand. This is more than just a historical record; it is a visual and textual panorama of fashion, media, and culture over the past fifteen years, told from the inside by the very people who shaped its contours.

This publication is a collaboration between KM20, the design studio ABCdesign, and the publishing house Ad Marginem. It launches the new "Ad Marginem published by" initiative, dedicated to joint projects with brands that are shaping the contemporary cultural landscape.