By CP Company Store
Posted in Archive, on September 09, 2015
In the early 1980s, Massimo Osti began to focus his efforts on promoting C.P. Company, without allowing it to be to the detriment of his research. He did this in his own way, by curating and publishing the C.P. Company magazine from 1985.
Osti established the magazine with seasonal editions, producing more than 50,000 copies in English, Italian and Japanese. Each edition was distributed to newsstands worldwide, which was a bold plan, as newsagents at that time only sold newspapers and glossy magazines. However, it was an immediate success, and went on to feature iconic figures such as 3-time Formula 1 World Champion Nelson Piquet.
The idea of marketing material that had to be purchased, rather than being distributed freely, gave the printed object greater worth and represented a departure from the norm within the fashion industry. The models used were not professionals and C.P. Company product was featured in an unpretentious way throughout; garments were simply placed on a white background like objects of design.
The photographs taken were extremely sharp, as they were produced with a specialist photographic machine that was way ahead of its time. As a result, Osti was able to generate 1:1 scaled product photography that could accurately portray every unique detail of each garment: Its various materials, the innovation of the cut, the weave of the fabric, the thread of the seams and the construction of each button, zip, or lens.
During an interview in 1998, Massimo Osti described the C.P. Company magazine as "a gesture of trust, very well repaid, with regards to my audience's ability to judge; the power of my strategy is the product. I am sure that the consumer recognises signs of the technological process and formal aesthetic research behind the clothing."
(Images courtesy of the Massimo Osti Archive)