Since Benoit Mandelbrot's pioneering work in the late 1970s, scores of research articles and books have been published on the topic of fractals. Despite the volume of literature in the field, the general level of theoretical understanding has remained low; most work is aimed either at too mainstream an audience to achieve any depth or at too specialized a community to achieve widespread use. Written by celebrated mathematician and educator A.A. Kirillov, is intended to help bridge this gap, providing an original treatment of fractals that is at once accessible to beginners and sufficiently rigorous for serious mathematicians. The work is designed to give young, non-specialist mathematicians a solid foundation in the theory of fractals, and, in the process, to equip them with exposure to a variety of geometric, analytical, and algebraic tools with applications across other areas.