San Francisco: Esprit De Corp, 1985. 1st Edition. Folio, publisher's glossy photo-illustrated stiff paper wraps with french flaps over buff paper self-wraps, buff endpapers, original printed translucent plastic slipcase.
"Esprit is an attitude, not an age." First edition lookbook, Esprit's "family photo album" chronicling the nascent brilliance of the iconic women’s socially conscious sportswear brand. A turning-point in design, the sartorial experimentation of the 1980s allowed the San Francisco-based label to reinvent their identity (the company had been in existence since 1968). Along with a new emphasis on strikingly simple yet bold color stenciling, co-founder Doug Tompkins tapped Italian fashion photographer Oliviero Toscani, whose work had already graced the covers of the likes of Vogue and Elle, to be the brand's chief advertising photographer. The resulting campaigns featuring visibly cheerful models in action sporting crayon brights and candied pastels had a transformative effect on the brand and on the fashion industry at large. This minimalist yet vital imagery of independence, vitality, and youth is present throughout this monograph, replete with photos from advertising shoots, family vacations, behind-the-scenes shots, and endless anecdotes told from the perspective of Toscani’s four-year-old son Rocco. In harmony with his au naturel spirit, Toscani was known to use "non-models" in his campaigns and was particularly fond of using employees. In Rocco's words (which are in reality Esprit PR director Helie Robertson's): "If there’s one thing my father doesn’t like is 'plastic' models. He likes his models to look like real people having a good time." Book design by Tamotsu Yagi, the longtime in-house art director for the brand. Light sunning to wraps, minor creasing to spine. Near fine in original slipcase. Item #2716