In an exciting collaboration between Milan’s iconic 10 Corso Como and Central Saint Martins, University of the Arts London, Swedish designer Petra Fagerstrom has been announced as the winner of the “A Signature for the Logo” collection project. This innovative initiative, which began in March 2024, brought together forty talented fashion designers from the renowned MA Fashion course at Central Saint Martins, challenging them to create accessory designs inspired by the unique identity and patterns of 10 Corso Como.
Fagerstrom’s winning design, a versatile and expandable daily and travel bag, stood out among the submissions. The bag, adorned with eyelets and rivets, captures the essence of 10 Corso Como’s iconic aesthetic while offering practical adaptability for various situations. The design was selected from a shortlist of six finalists by a distinguished panel of judges, including Tiziana Fausti and Gianluca Borghi, President and CEO of 10 Corso Como, respectively. The guest jury also featured prominent figures such as British journalist and fashion critic Alexander Fury, La Repubblica’s fashion editor Serena Tibaldi, and Jordan Bowen and Luca Marcheto, the creative minds behind the Jordanluca brand.
The project underscores 10 Corso Como’s commitment to nurturing new talent and pushing the boundaries of fashion design. As part of her prize, Fagerstrom will collaborate on the development and production of her winning design, which will soon be available in 10 Corso Como’s extensive retail network. Additionally, she will have the opportunity to sign a contract to design the new 10 Corso Como Signature Collection.
The other talented finalists who showcased their innovative designs include Noah Dubbe (Germany), Gina Grunwald (Switzerland), Tobias Howard (UK), William Palmer (UK), and Thatton Phinyophummin (Thailand).
Founded in 1991, 10 Corso Como has been a pioneer in blending culture, fashion, and lifestyle, often hailed as the world’s first concept store. Under the strategic vision of Tiziana Fausti, the brand has continued to evolve, representing the pinnacle of Milanese and international creativity and craftsmanship.
Central Saint Martins, part of the University of the Arts London, is a global leader in art and design education. The MA Fashion course is particularly noted for its entrepreneurial spirit and track record of nurturing groundbreaking design talent. Alumni include notable figures such as Stella McCartney, Grace Wales Bonner, and Kim Jones, underscoring the institution’s impact on the fashion industry.
This collaboration marks a significant milestone in the ongoing relationship between education and industry, demonstrating how young designers can bring fresh perspectives to established brands. The “A Signature for the Logo” project not only celebrates new creative voices but also reinforces 10 Corso Como’s position at the forefront of fashion innovation.
