'Bling is gone,' says artist typographer Alex Trochut. The creator of our September issue typeface is speaking of the return to personality and authenticity after a decade of flashiness. 'We're not looking for the slick surface any more,' he declares.
Trochut's human touch is what drew us to his work. When we noticed a typographical trend for beautifully formed modern calligraphy on the show invitations of our favourite fashion houses, our art director Meirion Pritchard had the inspired idea of commissioning him to capture its spirit with a unique typeface for our fashion special.
The typographer based his calligraphy on Roman letters, playing with very high contrast so that they can be sized up and used large to striking effect. Overwhelmingly gothic, yet miles from the gothic sans serifs that come free with your computer software, it reflects our current hankering for realness, distinctiveness and a touch of the offbeat. 'Lettering and calligraphy are perfect for our present times,' says Trochut, 'because they're about celebrating nature and the beauty of imperfection.'