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PARIS — Notify Jeans is showing its artistic flare.
The label’s atelier-like flagship here, designed by architect Zaha Hadid, is slated to open next fall, and a handbag created by Ron Arad is in the works. And Maurice Ohayon, Notify’s owner and designer, is adding yet another collaboration to the brand’s palette.
The premium denim label has teamed with Italian and Swiss fashion illustrator François Berthoud to design a collection of limited edition T-shirts for men and women.
"Denim is like a canvas," Ohayon said. "You can apply whatever you want to it and the outcome is always something unique. I didn’t want T-shirts with complicated designs. I wanted to put the focus on Berthoud’s masterful color work."
Berthoud, who has already collaborated with fashion brands such as Costume National and Karl Lagerfeld, took a simple approach to the project.
"We decided to avoid representative illustration," said Berthoud, whose illustrations have also graced fashion magazines such as Vogue, Numéro and Interview. "Instead, we chose a conceptual approach to the design."
For the collection, Berthoud drew a circle for women and a square for men in variety of natural tones such as eggplant, lime green and rose. Berthoud also worked his graphic talent into one denim look for next summer.
An exhibit of a selection of Berthoud’s illustrations will be on display at the Fashion Illustration Gallery in London starting Friday and running through Dec. 29.