Thames & Hudson


Fashion Central Saint Martins

Thames & Hudson

Praline was invited to work with Thames & Hudson and Central Saint Martins on the design of a new book which celebrates one of the most famous and influential fashion courses in the world. 

The CSM Fashion Course has a legacy of rebelliousness, pushing back against established design conventions. 

It encourages self expression, boldness and creative curiosity – characteristics we wanted to embody in the design of the book.

The authors, Cally and Hywel, requested the book to host a LOT of imagery. How to accommodate so many images became a starting point for how we shaped our design response. 

The book's format needed to grow, now resembling a magazine format to help accommodate the volume of content. Text columns are pushed out of the way by a barrage of images that impose themselves on each spread. 

For the typography, we wanted to express an edginess, bordering on irreverence, so we found and customised an open source typeface. Lettering on the cover and decade dividers were hand drawn with a lack of inhibition in order to bring an urgent energy. 

The books spine is left exposed, naked and unprotected to portray an honest and open account by students and teachers of one of the most famous fashion schools in the world. 

This book is not meant to be a pretty coffee table book, it was designed to be a well thumbed reference book for aspiring fashion students.

One hundred copies of the book have been customised by CSM alumni Charles Jeffrey, Matty Bovan, Stephen Jones, Rottingdean Bazaar, Richard Quinn, Giles Deacon, Roksanda, Gareth Pugh, Phoebe English and Simone Rocha and will be available exclusively at Dover Street Market. All proceeds go to the CSM Fashion Fund to assist current students.