Perfection is a moving target.
The next book is the tenth anniversary issue of PSM.
And that simple fact has done something to me. It has forced a pause. A proper one. Not just to think about the next release, but about Rush Museum as a whole. About PSM. About the other publications that will arrive after it. About style, form, and what I actually want the work to become.
Ten years is long enough to make something clear.
I have never seen PSM as a collection.
I have seen it as a question: what's next?
Henrik Adamsen portrays Mathilde Petersen for the upcoming PSM 38, Spring 2026. Backstage photograph by Anette Nørbalk.
That is why the priority is always the next book. Not consistency. Not the satisfying photo of perfectly matching spines on a shelf.
When I started I was just too naive and I simply did not know enough for that first formula to survive unchanged for ten years. There were too many things I had not learned yet, too many things I had not even discovered to be thinking about.
And even now, with everything I know today, I also know myself.
Even if I launched a brand new magazine tomorrow (hold my beer), designed from scratch using everything I have learned, it would still not stay perfectly homogeneous over time.
That is not who I am.
I sit down, and ten minutes later I am restless. I need to adjust, refine, rebuild, rethink. My books cannot be static, because they are a reflection of the person making them.
Yes, PSM changes.
Design changes. Format changes. The way the book feels in the hands, changes.
I understand why that can be unsettling for some Collectors. A collection wants uniformity.
But the alternative is worse. The alternative is staying still, repeating yourself, and calling it consistency.
Yesterday we finished printing the next book, PSM 38. And at the same time, I have already been working on the Summer issue for a couple of weeks now. It is a strange split reality. You are excited to finally see new photographs on paper, while your mind is already noticing every detail you will refine for the one that comes out in June.
A Collector who is also a musician said something a few days ago that stayed with me: "You become comfortable with the idea that someday you will look back at this and only be able to see the things you do not like about it".
That same Collector also sent me a photo (thank you J!) of his PSM set, finally complete. He had hunted down the last missing issues on the second hand market, and seeing the full run together was genuinely special.
A few months ago I asked a handful of Collectors for something very specific: tell me what you like least.
About Rush Museum, PSM, the books, the experience, anything you think I should hear.
The feedback I received was some of the most useful critique I have heard in years. It touched topics that had been circling in my head for months, and hearing them said clearly was the push I needed.
So yes, the anniversary book comes with changes.
Evolution, never revolution.
It is a more mature publication, and I have been building it for over six months. I started shaping the concept for Spring 2026 before I even began working on Winter 2025. That is how early these decisions begin, when you are not chasing content, but trying to make an object that holds up.
If all goes as planned, I should be able to unveil the new book in a little over a month.
And when you see it, I think you will understand why it had to move.
Hugs,
Fran Domínguez
Founder & Creative Director, Rush Museum