That's Hot!

Sam magazine was a cutting edge publication created by the stylist Jason Hughes that mixed fashion based articles with work by upcoming fashion designers, photographers and stylists. Jason approached us to art direct a whole issue with the brief that it was to be a return to the bold, hyper sexy 1990’s world of the body-conscious supermodel. To research this era we spent time in the Victoria & Albert Museum Library, calling up vintage magazines, rare fashion brochures and landmark photography annuals, analysing and absorbing the typefaces, colour palettes and attitudes from that era. Our main creative decision was to drop all the visual language of a magazine completely and approach the issue as though it was a fashion brochure of that era; no headlines and understated, cool, clean typography inspired by Yamamoto, Savile, Johnson Panas and 8vo.
Art direction and design.

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