Self Service is a seminal Parisian style magazine published biannually. The publication was borne out of the ‘Work in Progress’ studio, a self styled ‘visual laboratory of advertising design’ founded in 1993 by Suzanne Kroller and Ezra Petronio. Kroller and Petronio subsequently launched Self Service magazine from this base, as their platform for experimentation with magazine protocol; stage-managing the photography, styling, writing, graphics, typography and layout design under the creative direction of ‘Work in Progress’. It is one of the original ‘directional’ publications, especially influential upon the competitive world of independent magazine publishing. Ezra Petronio is both editor-in-chief and creative director and Suzanne Koller is fashion director.