Toile
A publication by FRAME Publishers focussing on innovation in fashion, approaching it as a design discipline. The magazine caters both the professional and the consumer alike.
We helped with the overall concept, name, and branding of the magazine. For the first issue we did the design and collaboration with photographers, stylists and added some custom letters from personal research projects.
In French, toile means ‘canvas’. In the fashion world, the word refers to a spatial sketch for a garment that’s typically made from the same material. A product one step further in the design process is called a toile de luxe.
Toile’s mission is to inspire innovation among fashion professionals and to help them counteract challenges facing the industry. Can beauty be more than applying rouge or cream? Which talents truly understand the zeitgeist? How can technology be applied in the fashion system? What is the new luxury?
Peggy Kuiper
The design of the magazine responds to the question of what a printed magazine can be in an era of digitalization. Our answer? Something tactile, which capitalizes on the fact that printed matter has (potentially) three times the resolution of the average computer screen.
The magazine focuses on tactility – it’s an object you want to touch
Petrovsky & Ramone
role
creative direction, art direction, typedesign, branding
editor in chief
Alexandra Onderwater
production
Enya Moore
creative consult
Manon Schaap
collaborations
Aitor Throup, Anouk van Kalmthout, John McCarty,
Maaike Staal, Maarten van der Horst, Peggy Kuiper,
Petrovsky and Ramone (amongst others)
client
FRAME Publishers
role
creative direction, art direction, typedesign, branding
editor in chief
Alexandra Onderwater
production
Enya Moore
creative consult
Manon Schaap
collaborations
Aitor Throup, Anouk van Kalmthout, John McCarty,
Maaike Staal, Maarten van der Horst, Peggy Kuiper,
Petrovsky and Ramone (amongst others)
client
FRAME Publishers
