Sunday, 8 April 2012

Weekend Reading... Fourth & Main


With it being Easter Sunday we all need something to occupy our mind with something other than the excessive consumption of chocolate shaped in all manner of forms and freshly toasted hot crossed buns. This morning I turned to a press day find, Fourth & Main for sustenance. To aid introductions of their focused debut menswear collection of wardrobe classics that take root in London's creative culture, editor and creative director James Wright alongside publisher Nikhil Aqwalkpalkar celebrate the youthful exuberance of those who populate it the capital's pool of talent with a delightful publication. 

"The Journal exists to highlight young artistic talent in whatever form it occurs and in as clean and pure a fashion as possible; the overall design aesthetic providing a back light for the talent within," James Wright explains in his editor's letter. Over the course of its one hundred and twenty five pages, the reader is treated to a range as topics as diverse as talking with the rising star of Captain America to profiling the work of fourteen-nineteen to exploring the future of British film. Along the way we are of course offered glimpses of the menswear collection itself but it is the stories and creatives themselves who take centre stage... 

Snapshots of the highlights inside including Henry LLoyd-Hughes, Quentin Jones, fourteen-nineteen and ending with the collection stories.

So many fashion brands are now dipping their toe in the content creation waters but very few are as successful at getting wet as Fourth & Main have been on this first attempt. Released bi-annually in print and digital form, the Journal will be stocked in a focused range of galleries, bookshops and theatres that each reflect the spirit and personality of the project. It is certainly one to seek out and read.


Laura said...

Thank you for the heads-up. This looks like a great, inspiring read.

Unknown said...

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