• Work
  • About
  • Contact
Alexandra Owen
  • Work
  • About
  • Contact

What does luxury mean today?

A still from the film 'How to Make a Book with Steidl'. 

A still from the film 'How to Make a Book with Steidl'.

 

I recently saw the film 'How to Make a Book with Steidl', a documentary film that follows printing and publishing genius Gerhard Steidl.

Printing under his studio roof in Germany, he prints some of the world's most beautiful art, photography and literature books by hand, personally checking off every sheet.  Not only does he act as printer and publisher, but as a designer. His exceptional eye, the pursuit of perfection of his craft and commitment to quality has made him a cult figure worldwide, with a client list that includes Karl Lagerfeld, Chanel, Paolo Roversi, Carine Roitfeld, Grace Goddington to name just a few. 

 He creates some of the most striking work I have ever seen and it was as much surprising as it was pleasing to find that his high-end practice is economically sustainable. With Chanel as their biggest patron (who seemingly keep every independent artisan in Europe afloat), you wonder what will happen when Karl Lagerfeld’s generation retire. Will there actually be any patrons of artisan and luxury left? Even Steidl’s client-list of artists and designers were all predominantly over 70 years old and you got a sense that values of craftsmanship and community were literally going to die with them.

It also got me thinking about how our sense of luxury has changed so much. It has become so attached to brands now, with their monogrammed leather and celebrity endorsements being the measure of refinement. However when I think about luxury, I think of something that has had no corners cut, something laboured and personal, the mark of the artist, designer or artisan alive in the product in some way. It doesn’t have to be glitzy or branded, just authentic.

Immense care needs to be taken in the making of a truly great product. As Steidl shows in the film, this involves some key ingredients; time, skill, patience, a hands-on production model and of course giving a shit. Quite basic elements that are now true luxuries themselves. As we all now know, most independent value-oriented, artisanal businesses are almost completely defunct. I can’t help but feel that there’s an irony to the fact that we can’t even spend the time, money and effort needed to do our jobs properly anymore. Far from being elitist, the ‘luxury’ of being able to assemble something to a high standard seems pretty basic to me.

A few designers I know are currently studying the idea of how solo, small and self-made product companies might be sustainable in the future. It’s an interesting notion to think that after all these years of globalism and tireless capitalism, that we might all consider paring back to one or two staff members, or perhaps just the founding members. Even the concept of just selling to a local market is an interesting one. Why do you need to go global? Can you run and maintain a business with out capital? Can you make it yourself? What about quality? Why do you need to appear big? Is large scale actually more profitable? I have only questions at this point.

I guess it’s a kind of a pared back approach to luxury, which is hot-right-now in branding but remains to be seen in terms of actual business models. And that’s because it’s an extremely difficult conundrum that our generation will have to work out. With the economic numbers not adding up anymore, we’ll be faced with rebalancing the economy for decades. It will be an interesting road to see if we can continue the approach of someone like Steidl in to the future. God knows we need great things to remind us that life is worth living.

Watch the film pretty please, it’s fantastic.

AO

tags: gerhard steidl, how to make a book with steidl, karl lagerfeld, chanel, fashion, luxury, publishing
categories: Luxury, Business Advice, Branding, Self Employment, Working Methods
Tuesday 07.23.13
Posted by Alexandra Owen
 

The benefits of personal projects for creatives.

James Whitta's personal project Laneways

So damn often, we rely on our paid work to get us moving, creating and doing something new.

Sometimes the constraints of our jobs can keep us working in the same area, headspace and mode for years, even decades.

Recently I was inspired by designer James Whitta who, in between commissions,  started a series of personal projects that allow him to do new work purely out of interest. The simple photographic series of Melbourne's lane-ways is delicately edited and overlaid with some new fonts he wanted to try. Simple as that. It got me thinking about how little time is often put in to doing work that's not paid work, or work for pleasure you might call it (and I'm not referring to hobbies, charity or gardening).

In todays shitty economy and running-pace workplace, you might think personal projects are an indulgence. People rarely make time for themselves anymore, let alone do work beyond the invoice. But the beauty of such projects is that they can get you working in areas that you might wait your whole life to be commissioned for. 

What I'm thinking is that it's potential therapy; doing something outside your spectrum of day-to-day work might refresh your palette, get you out of a rut, and even feed back in to the work you do get paid for. It's also a great way to build a creative portfolio on your own dime. Do you really need to wait for Chanel to call  to get your photography portfolio going? 

Some of the obvious benefits include; no deliverables, no set brief, no deadline and no financial pressure. I'm often surprised how it's the little pet projects that take off for people, with others responding to the personal, ad-free nature of the work. 

Maybe it's my age (just hit 31, gasp), but it's got me thinking about how one-dimensional our lives can become if we stop looking for new information outside a commercial context. And how no particular agenda can potentially be one of the best things for fresh ideas and a new approach.

AO

tags: James Whitta, Melbourne, Laneways, Creative Projects
categories: Working Methods, Graphic Design, Branding
Tuesday 07.16.13
Posted by Alexandra Owen
 
Newer / Older