WINNER’S REVELATION: Swedish student Petra Fagerstrom has won the A Signature for the Logo collection project contest, a collaboration from Italian concept store 10 Corso Como with Central Saint Martins.
The contest involved 40 students from the master’s fashion course to create a genderless capsule collection bearing the retailer’s logo. Students were encouraged to reinvent the shapes and colors of the store’s accessories collection, as well as to play with the logo, reinterpreting its signature rounded patterns in a contemporary way. The project kicked off in March, and Fagerstrom was revealed as the winner in London Wednesday.
The Swedish Fagerstrom was selected from a shortlist of six finalists by Tiziana Fausti and Gianluca Borghi, 10 Corso Como’s president and chief executive officer, respectively, along with a guest jury of international fashion experts including British journalist and fashion critic Alexander Fury; Serena Tibaldi, fashion editor for the Italian daily newspaper La Repubblica, and Jordan Bowen and Luca Marcheto, founders of the Jordanluca brand.
Petra Fagerstrom
Courtesy of 10 Corso Como
The bag designed by Fagerstrom is inspired by the 10 Corso Como pattern and uses eyelets and rivets to embellish an expandable fabric that can be stretched and adapted for different situations.
She will focus now on producing a collection that will be available in the retailer’s network. She also will be offered the opportunity to sign a contract to design the new 10 Corso Como Signature collection.
The partnership is part of the retailer’s increasing focus on enhancing its brand awareness globally. Founded in 1991 by Carla Sozzani, the retailer was acquired by Fausti in September 2020.
In addition to the Milan store, recently renovated by the interdisciplinary agency 2050+, 10 Corso Como operates two units in Seoul, opened in 2008 and 2012, respectively.