A bold and seductive new body of work from one of America's most distinctive image-makers, Rude in the Good Way plunges into the territories of desire, consumption, and self-presentation. Ethridge combines commercial glamour with casual snapshots, intimate imagery, studio experimentation, and luxury still lifes — blurring the line between the polished and the throwaway, the refined and the rude. The result is a body of work that is simultaneously playful and unsettling, questioning what we consider appropriate, aspirational, or transgressive in visual culture. Edited by Ethridge alongside Sarah Chaplin Espenon, and published to accompany his solo exhibition at Gagosian Athens, the book contains 71 colour plates across 112 pages