“She was a mentor of precision, and we’re talking about absolute precision.” Tokyo time, with a last-minute change: Kawakubo had circled the RSVP line and requested the text be enlarged by one point size. Three days before the show in Paris, a fax rolled in for Petronio at 4 a.m. One of his early projects for Kawakubo was a text-only fashion-show invitation, emblematic of his penchant for strong fonts and unorthodox cropping. He’s certainly learned much from such high-profile agency clients as Rei Kawakubo of Comme des Garçons and Miuccia Prada. Petronio described the forthcoming Phaidon book - which features conversations with editor Jefferson Hack, photographer David Sims, stylist Jane How and soundbites from myriad others - as a vector for “transmission,” helping to restate the critical role of the art director, and hopefully inspire young people into creative careers. The next issue, with a cover price of 40 euros, hits newsstands on Sept. It has a print run of about 20,000 copies, with a target sell-through of 85 to 90 percent. “I don’t think I could live without doing a magazine,” he confessed, noting Self Service is now “more successful than it has ever been.” He established his strategic agency Petronio Associates in 1993 and a year later cofounded, with stylist Suzanne Koller, the bimonthly, book-like Self Service, which he describes as a “time capsule” of every fashion season, and his “creative lab.” “I love gathering talent, whether as an art director or as an editor.…I have a real curiosity and respect for other creative minds.” “Great image-making is the sum of many parts, and it’s a collaborative process. “Art direction is a kind of job that requires a lot of different skill sets, from typography, graphic and editorial design obviously, but also copy writing,” he said, alternating sips of black coffee and Perrier.
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