Fashion photography has to fight for our attention. Memes, selfies, stories, reels: the competition is fierce—and happening at a time when it is seems increasingly diffi cult to speak of photography at all. Should we grapple with photography anew from the perspective of its afterlife, as some have argued in the field of photographic theory? What would it mean to “forget” fashion photography (Dewdney, 2021)? By drawing on recent debates about the condition of photography, this essay examines images of fashion and a number of contemporary phenomena that speak to the need to think the fashion image anew.