Central Saint Martins Student And 10 Corso Como Announce Project Winner

The 10 Corso Como logo may defy time, but its iconographic standing provides opportunities for reinterpretation. Inset here the magic of Central Saint Martins’ renowned MA Fashion course for the initiative A Signature for the Logo. In collaboration with Tiziana Fausti and Gianluca Borghi, President and CEO of 10 Corso Como, fashion designers from the MA examined in detail the pattern and meaning behind the logo to propose accessory ideas in a capsule collection that reflect its importance. As announced by 10 Corso Como, best in show goes to Petra Fagerstrom.

In 1990 the artist Kris Ruhs conceived the 10 Corso Como logo for a revolutionary retail space to convey a life and style personal philosophy. It needed the slight feel of a personal art object with the emotion of the hand made, maybe even the hand-doodled. Fagerstrom’s handbag represents the best qualities from the logo by mixing curlicue patterns with hardware — eyelets, keychains and rivets — to embellish textiles as they expand. The new bag will go into production for future purchase while Fagerstrom has the opportunity to sign a contract to expand her ideas in another collaboration for the new 10 Corso Como Signature Collection.

The selection of finalists including Petra Fagerstrom — Noah Dubbe, Gina Grunwald, Tobias Howard, William Palmer and Thatton Phinyophummin — were chosen by Fausti and Borghi alongside Saint Martins’ own, the author and fashion critic Alexander Fury, designers Jordan Bowen and Luca Marchetto of JordanLuca and fashion editor Serena Tibaldi.