Studio Frith never fails to deliver graphic excellence and tops its fashion projects with a ten year anniversary celebration portfolio for Erdem. Frith Kerr reveals all...
How did this project with Erdem come about?
We’ve been working with Erdem for a few years now, doing his look books, and recently designed his 'E' marque which you can see now in his Mayfair store in mosaic.
Tell us about the graphic details of the anniversary book and marque — like the bespoke typeface and the animated ’10’.
The X is designed to be the marque for the 10 year anniversary. The bespoke typeface is made of symbols, which draw their design from intricate eighteenth century lettering and from the quintessential detailing of Erdem dresses. The symbols were initially hand-drawn then re-drawn as vectors so that they could animate from print to film and social media. You know that something is right when it works hand embossed on card as well as on an i-phone.
The book is a beautiful production — talk us through the special processes and materials used.
We worked closely with the photographer Sølve Sundsbø, the art director Thomas Persson, and Erdem to create a portfolio of images.
The images are printed on metallic photographic paper and hand tipped onto card embossed with the Erdem 'E' marque. The book that accompanies is hand-stitched and tape-bound, with the X blind-embossed on the cover and foil-blocked on the fly cover. It features written contributions by Anna Wintour, Tim Blanks, Sarah Mower and Alexandra Shulman amongst others.
The portfolio itself is a limited edition of 200 handmade and each signed by Erdem and Sølve and covered in a printed silk design from Erdem’s first collection.
What was the biggest challenge to surmount in the project?
A project like this is full of challenges. We work a lot in fashion — making something beautiful and at the same time viable is always challenging; but we never take the easy route.
There is an amazing collection of creative people involved — how did the photography, design, editorial and production all come together?
Co-ordinating everyones schedules was a work of art in itself. But everybody was very excited and happy to contribute, we all had the sense that we are making something really special… so we made it work.
Visit Studio Frith's online portfolio.
ERDEM X: Tenth Anniversary Portfolio
is available in a limited edition of 200, exclusively available to ERDEM, in store and online.
erdem.com