10 Corso Como launched the Jasper bag on Thursday, a limited edition designed by Petra Fagerström, Tiziana Fausti, owner of the Milanese concept store, reported. The launch is part of the special projects marking the retailer's 35th anniversary.
The bag emerged from the « A Signature for the Logo » competition, the result of a collaboration between Central Saint Martins and 10 Corso Como, which had brought together 40 students from the London school's fashion master's programme. Petra Fagerström, still a student at the time, is said to have won the competition in 2024, before graduating in 2025. Her project is reported to have been selected from among four finalists by Tiziana Fausti and a guest jury including British fashion journalist and critic Alexander Fury, Serena Tibaldi, fashion editor for the Italian daily La Repubblica, as well as Jordan Bowen and Luca Marcheto, founders of the Jordanluca brand. Since her win, the designer has reached the final of the LVMH Prize.
Starting from the award-winning concept, 10 Corso Como developed and industrialised an interpretation of Fagerström's academic project, retaining distinctive elements such as the eyelets and rivets inspired by the retailer's motif, applied here to a crinkled nylon. The bag comprises an outer body and a removable inner pouch secured by a concealed zip, and can be worn with two handles or converted into a single-handle style. Its name pays tribute to American artist Jasper Johns and his 1955 painting « Target With Four Faces », whose graphic evokes the retailer's rounded logo.
Fausti detailed the difficulties encountered while developing the bag at Central Saint Martins: « C'était une idée que nous avions depuis un certain temps, mais elle s'est révélée difficile à exécuter, car à Central Saint Martins, il y a un risque de croiser des esprits brillants capables de transformer un tissu en quelque chose d'extraordinaire en le passant au micro-ondes, par exemple — ce qui nous est précisément arrivé. » Finding a fabric able to withstand this manufacturing process was not simple, she continued, but the team eventually managed to put the bag into production.
Despite material and labour costs deemed exorbitant, 10 Corso Como chose to produce the bag entirely in Italy, with no other option considered, according to Fausti. She describes the result as « un travail d'amour, créé avec beaucoup de passion et d'enthousiasme », believing it could appeal to a younger audience.
Fausti said she was pleased with Fagerström's win, which she describes as a tremendous experience that allowed her to travel to London to discover life at Central Saint Martins, « un lieu extraordinaire ». She says each of the four finalists was « brillant » and that she closely follows their professional progress.
Available exclusively at the 10 Corso Como store in Milan and on the retailer's e-commerce site, the Jasper bag sells for 880 euros. The initiative reflects the retailer's aim to support new talent and strengthen its brand awareness globally. It follows the opening of « Viktor & Rolf. Spectrum », the first solo exhibition in Italy dedicated to Dutch designers Viktor Horsting and Rolf Snoeren, inaugurated during Milan Fashion Week last month.
Founded in 1991 by Carla Sozzani, 10 Corso Como was acquired by Tiziana Fausti in September 2020.
