This is one of those magazines/booklets/print goodies you know you need a copy of the moment you see that cover. Brilliantly bonkers photography and bold serif type in neon green make for a somewhat unusual cover for a clothes catalogue. Except this is not a catalogue, it's a magalog. Self explanatory term I would assume, it follows what now seems to be the norm; brands, and especially fashion brands, really putting the effort into producing catalogues that do way more than just show the clothes.
Clothes for Humans is a publication that combines articles about clothes with catalogue photography from the United Colors of Benetton 2016 Fall collection. Which means there are the standard pages you'd expect from a clothes catalogue, along with beautifully designed pages with a great variety of clothes-related articles: from masks and colourful outfits of the haenyo divers in South Korea and raincoats in China to the Iranian hijabs and the zentai suits of Japan.
The design comes in stark contrast with the 'loudness' and boldness of the brand's oversaturated garments. Stripped back to the are minimals, with Times New Roman taking the lead in the headers and standfirsts, it's the type of design you'd expect from a magazine with a perhaps more sophisticated subject than clothes. And that's a good thing.
I may be just a tiny bit biased but the greek alphabet works particularly well in the pages. It's a perfect fit for a serif type and it's the bigger sizes that do it justice, while its letterform comes as a pleasant surprise in this context; I would assume many people, myself included, are used to seeing this type of content accompanied by text in English, so seeing a different language definitely adds to the global value and character of the brand's core message.
I especially liked the use of the return symbol in the standfirst, it's unusual and clever and something I hadn't seen before. I know it's probably more of a 'design thing' rather than a crucial design decision; could bullets have done the job? Yes. Would it look better? Absolutely not.
Last but not least, I particularly appreciated the extensive list at the inside back cover about the editorial team as well at the typefaces and stock used. The covers are printed on a lovely Algro Design, while the rest of the typefaces are Agipo, Activ Grotesk and Gza Seminegra.
Creative direction: Marco Braga, Guiliano Federico
Creative Editor: Patrick Waterhouse
Art Director: Tim Wan
Graphic designer: Michael Wallace