For its latest release, IDEA unites two seemingly incompatible (but delightfully strange) worlds: the cinematic fantasy of Nadia Lee Cohen and the raw, British documentary gaze of Martin Parr. The result: Julie Bullard, a kitsch ode disguised as a photo book, launched in the heart of Photo London from the bowels of Dover Street Market.
The plot? Cohen leaves her usual role as director, muse, and demiurge to—literally—stand in front of the camera. Parr, with his usual augmented reality lens, transforms her into Julie Bullard, her childhood nanny and unexpected symbol of suburban glamour. Yes, it’s as weird as it sounds. And yes, it works.
The book is presented as a “fictional family album,” reimagined as if it were rescued from a storage room in Essex circa 1979: leatherette covers, gold rings, and an aesthetic that smells of cheap perfume and overdubbed VHS tapes. Inside, more than 100 images capture an alternate version of 1990s Britain, Cohen in prosthetics, absurdly perfect poses, and a narrative that never existed, but which we all feel we lived.
If Women and Hello My Name Is were lessons in aesthetic restraint, Julie Bullard is a surrender to the enchanting chaos of distorted memory. Available May 15, but here’s your first look. Spoiler alert: you’re going to want this on your coffee table—or on your personal altar to degenerate pop.
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