François is an illustrator and well known for being one of the few who has continued to draw on fashion magazines since the eighties. A passion for the pencil and an attraction to the fashion world led him to push the doors of Condenast in Italy and to work for Carla Sozzani at a very early stage in his career. Very much inspired by the art world during those years, the fashion publishing industry seemed to be free from commercial constraints or almost compare to our decade. Back then, fashion stories were really telling something and this is what somehow I experienced with François when we met in Milan for a late morning coffee.
Not really sure of what would come out of a scheduled interview, the whole formal set-up meeting turned out to be a friendly discussion.
A passion on hand and in mind, Mr Berthoud was lucky to be gifted since birth and to have an incredible coup de crayon paired with a great sense of humour. He has lived in various places, among them Milan and is now a Zurich adopted citizen. To the question: "do you miss Milan and the catwalk scene?", François replies "not really ", not to say that the opportunity he has to step back from the heels and the blings is a plus. My eyes wide open and my mind filled by an uninterrupted flow of questions, I could not help but wonder why we have spoiled fashion and made it a plain industry where only regulated creativity can emerge.
François puts the words to my feelings by saying that nowadays everything is flat, the young generation according to him brings out interesting things but most of them look alike. Nothing stands out. And this is where my new illustrator friend comes in. He stands out, thanks to his achievements of course but also thanks to his ability to renew himself without betraying his believes. To François talent is mostly revealed in footwear where shoes are sculptures and true objects of design and desire. François enjoys as much editorial sketches than branded drawings, two worlds apart where he can uncover his visions.
The ideal day for this artist is to be able to sit at his desk and to draw without being distracted by phones, or meetings. Work always on mind, Francois does not press pause and keep reworking ideas for further projects.
I would have loved to do my job in the eighties and be able to push boundaries. François gave me a taste of what it must have been and even though I am not the kind of person to look behind, I do not understand why we had to formalise a creative playful world so much or why we had to set unbreakable rules.
Really, why do we have to spend either a penny or a million to look the million? Where has the "in-between" gone...
According to François, the ultimate mark of good taste is a look by the book completed with a pinch of bad taste. Indeed, perfection does not look good and is frankly boring. Dare the mistake to get a WOW, is my take away motto from this illustrated morning coffee. The image or the pictured memory I shall keep in mind from this interview-hour is a fashion smile, an easy talk and a great will to make it happen. From now on I want to follow my inspirations, break the conventions and write in an unconventional font that fashion is synonym of fun, fame and fantasy.
Three words in my diary and a career to draw starting with a ... penny.
Do not miss François Berthoud's exhibition that runs until 9th October 2011 at the MUSEUM FÜR GESTALTUNG in Zurich. For more information, visit: www.museum-gestaltung.ch
Discover more about François Berthoud at francoisberthoud.com