MILAN — Petra Fagerström was still a Central Saint Martins student when she won the A Signature for the Logo collection contest in 2024, the result of a collaboration between the school and Italian concept store 10 Corso Como.
It took more than two years for the parties to unveil the limited-edition bag that the Swedish designer conceived for the retailer.
“It was an idea we had some time ago, but it proved difficult to execute also because, when you go to Central Saint Martins in London, there’s a risk of encountering genius minds who can transform a fabric into something extraordinary by putting it into a microwave, for example — which is exactly what happened to us,” said 10 Corso Como’s owner Tiziana Fausti flashing a smile on Thursday, when the store launched the bag.
“To find a fabric that can withstand the rigors of such a process is far from simple… but we have managed to find a way to put the bag into production,” she continued.
Building on the winning concept, 10 Corso Como developed and industrialized an interpretation of the Fagerström’s academic project, preserving its distinctive elements that included eyelets and rivets inspired by the 10 Corso Como pattern, here applied to a crinkled nylon silhouette that can be stretched and adapted for different situations.
The result is a graphic, everyday bag combining functionality and versatility as it comes with two elements that can be used separately or merged into a single style. These include an outer body and a removable inner pouch, secured by a concealed zip. The design can also be carried with double handles or converted into a single-handle style using a system of side loops.
“Especially in these times, when the costs of materials and labor have become exorbitant, we still chose to produce it entirely in Italy; we weren’t interested in any other option,” said Fausti. “This was a labor of love for us, created with great passion and enthusiasm… and I think it can be also an appealing choice for the public, including a slightly younger demographic.”
The style was christened Jasper, as a tribute to American artist Jasper Johns — one of Fausti’s favorites — and specifically to his 1955 painting “Target With Four Faces,” whose graphic evokes the retailer’s rounded logo.
Available exclusively at 10 Corso Como in Milan and the store’s e-commerce, the Jasper bag retails at 880 euros.
As reported, the initial contest involved 40 students from the master’s fashion course of Central Saint Martins — University of the Arts London, who were called to create a genderless capsule collection reinventing the visual codes and distinctive pattern of the retailer.
Fagerström’s project was selected from a shortlist of four finalists by Fausti and a guest jury including British journalist and fashion critic Alexander Fury; Serena Tibaldi, fashion editor for the Italian daily newspaper La Repubblica, and Jordan Bowen and Luca Marcheto, founders of the Jordanluca brand.
Since the win, Fagerström graduated from the school in 2025, reached the LVMH Prize final round and, last month, staged her first runway show during London Fashion Week.
Her first outing reiterated how craft is central to her practice, not only in the development of textiles but also in the construction of silhouettes, which focused on exploring contemporary womanhood through dress. For example, she reworked ’40s-’50s couture and conservative archetypes with unexpected materials or cuts for a visually deceptive, glitching effect.
“I’m so happy she won our contest, which was such a great experience because it gave me the opportunity to go back and forth to London and experience the life at Central Saint Martins, that is an extraordinary place,” said Fausti. “Each of the four finalists was brilliant and I’m looking closely to all of them in their professional journey now.”
The initiative was part of the retailer’s aim to support new talents and its increasing focus on enhancing its brand awareness globally. Founded in 1991 by Carla Sozzani, 10 Corso Como was acquired by Fausti in September 2020.
Even if delayed, the launch of the Jasper bag came with a lucky timing, representing another of the special projects marking 10 Corso Como’s 35th anniversary and following the unveiling of “Viktor & Rolf. Spectrum,” the first solo exhibit in Italy dedicated to the Dutch designers Viktor Horsting and Rolf Snoeren that opened during Milan Fashion Week last month.
