A publication with the Vienna fashion blogger Anne Feldkamp has been produced for the exhibition IMA SET IMA TEXT, INO BUTT by Johannes Schweiger. In the exhibition Johannes Schweiger attempts to answer the question of how the operating methods of present day visual culture can still be interpreted and distinguished in their field of action of highly manipulated media surfaces in their consumability between style and styling, content and form. The subject of the publication is how similar questions can go beyond the framework of the exhibition.