i-D: A Wink & A Smile

i-D counts more than fashion. Make a statement, originate don't imitate, find your own ID'
Baker, C.




i-D magazine is probably best known for it’s innovative use of both typography & photography, & over the years has developed a strong reputation for showcasing fresh creative talent.

Turned on its side, the i-D logo resembles a winking smiling face that has featured on every issue since Terry Jones launched i-D back in the summer of 1980. This coherence has given the magazine such a strong visual identity that much like the rabbit silhouette for Playboy has become something of an icon for the brand.

Since the beginning i-D has approached their content as a catalogue of almost street-style photographs of real people wearing real clothes. Nowadays with editorials shot by Nick Knight, Terry Richardson or Juergen Teller, it could be easily assumed that this ‘straight-up’ instant documentation style has been bleached out over the years, which is not the case at all i-D will always be about the people.

With more than enough instantly forgettable fashion / culture magazines clogging up the shelves & aimed at every & any time of demographic, it’s easy to forget that when i-D was born, similar material didn’t exist & for the last 30-something years has maintained a status bridging the space between high-fashion & street savvy.

Johnny Cupcakes Canraby St Store

"The Brand is no longer confined just to packaged consumer products. Today the word “Brand” has become part of the vernacular within every department of a progressive company"
Bedbury, S







Johnny Cupcakes opened their first UK store earlier this year on London’s trendy Carnaby Street & already he is fast becoming a new favorite amongst both tourists and Londoners.

The Cupcakes brand is known for it’s iconic mockery of modern pop-culture & such a strength in identity that makes their capacity seem almost limitless without consistent the use of reproduction across media.

This capacity is especially prominent in relation to the in-store environment that the brand has created.
A sales assistant told me that the shops (also known as ‘bakeries’) confuse a lot of the passing trade that walk into what they can only assume from the outside is a bakery (in the traditional sense) to find a spectrum of American Apparel T-shirts with big bold prints on the front folded away into cake display cabinets.The Cupcakes brand is centered around their attention to detail which in my opinion, is responsible for their popularity and success today.
Each store is showcased on their website, following the same bakery theme but each with a slightly different approach that is related to the location of that particular shop.
After seeing photographs of their LA ‘Bakery’ I felt a little underwhelmed stepping into their Carnaby Store, which however is probably one of the creative uses of retail space I’ve seen in London.





























Website: JohnnyCupcakes.com