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He’s a graphic designer, art director and, most importantly, one of the
most ironic creatives of the Instagram era. Meryl Streep in a fleece sweatshirt and cotton
sweatpants, the Olsen twins on Segways and Her Majesty The Queen in a pair of Balenciaga purple
boots are just some of the original works of this young Londoner. Let’s get to know Freddie
Freddie, how did you get into Art Direction?
It was pretty accidental, just a natural progression from what I was
doing before! As a child, I was very creative and I eventually went to study Graphic Communication
at Bath Spa University. I graduated just as social media, especially Instagram, was really taking
off. This, combined with an interest I’ve always had in fashion, led to me getting my first job at
House of Holland in London. From there, I moved to my current agency, Cult LDN, as a designer,
where I then progressed into Art Direction as I began to concept and oversee more shoots and
First things first, what’s your main, digital source of inspiration?
I guess the main source of inspiration for my work on Instagram is what’s going
on in the world at the time. I like to tap into political commentary as well as join in more trivial
conversations around celebrity and pop culture. More broadly though, I don’t really have one real source of
inspiration. I visit a lot of exhibitions and love discovering new cities, places, history and
architecture, which I think all contributes in one way or another.
Your art is just as funny as irreverent. What’s the hidden message
behind it all?
I like to think there are no hidden messages in my work. There are always subtle
nods, puns and a combination of word and image play, which maybe take a moment to register, but I try to
make sure what I do is just as accessible as possible. When I started my page, it was meant as an antidote
to what I thought at the time was quite an inaccessible industry, fashion. Obviously, times have moved on
and I don’t think that’s so much the case anymore, but I think bridging that gap between high and low brow
still has a place, and if nothing else, I certainly enjoy doing it - it keeps my brain active and my
attention is always on.
How would you describe London’s art scene?
London’s art scene is amazing! There’s always something new to see or
experience. There are so many galleries I love to visit regularly, some incredible street art and fun
events or pop ups to attend. It’s a city that always feels buzzy and creative, I mostly hang out in East
London, where there’s so much going on.
And what do you do to chill out in such an ever-changing environment?
As I said, I visit a lot of galleries and love a long walk in the park to clear
my mind! I also love a pint or two, with friends, in one of the thousands of old pubs in the city.
You’ve collaborated with several, important realities (such as The
Grammy’s, Converse and The Billboard Music Awards), but what project are you most proud of?
I’ve been fortunate enough to collaborate with some incredible brands over the
last few years and on some really amazing projects. The work I’m most proud of has to be a recent
collaboration with Dior to create a series of GIPHY stickers for their Resort 19 Collection. I used
elements from their reimagined ‘Toile de Jouy’ print and created the suite of stickers, which is now live
on Instagram Stories. Dior is a brand I’ve always looked to and admired, so to be able to work on something
like this was a total dream.
If you had to pick one garment from your ‘going-out wardrobe’, what
would that one garment be?
I’d have to say my pair of custom ‘New Balanciaga’ shoes, which are (as they
sound) a mix of New Balance and Balenciaga sneakers. Initially, they were something I designed as a meme
and posted on my Instagram profile, calling them out as the ‘Ultimate dad shoe’. They ended up having a few
articles written about them and then, out of the blue, someone got in touch and created a real life pair
for me, which I wear a lot, I’m pretty obsessed with them.
You've built a very large Instagram following. Which is your most liked
My most liked post by numbers is the ‘Meryl Street’ image, which has now around
And what’s your most treasured possession?
Can I have two? Happiness and the freedom to be creative.
Last but not least, what do you hope for the future?
There’s no plan! I’ve never had one, I’m just enjoying the journey. As long as
I’m still being creative and exploring, then I don’t mind at all!
Leather bomber jacket
Logo print cotton T-shirt
7 Moncler Fragment Hiroshi Fujiwara
Tabi printed fabric slip-on sneakers
‘My one and only dream is to be able to keep on walking’. Those are
the illuminating words of the artist Davide Trabucco.
Antonio Colomboni is one of the Italians to keep an eye on. Born with a
pen in his hands, he tells TheCornerZine about himself.
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