PRACTICAL MAGIC

Being a part of one of the biggest British bands of the 21st century would be enough for most people, but not for Coldplay's pioneering bassist Guy Berryman (right). Over the past couple of years, Berryman has created a cult-favourite menswear utility label Applied Art Forms, championing understated utilitarian design and classic workwear with an emphasis on longevity.

- DARYLL ALEXIUS YEO

Applied Art Forms was started during the pandemic. Looking back, did you imagine the brand being where it is today?

I think when you start a fashion label, you don’t really know what’s going to happen because it’s an extremely tough business. When it comes to becoming a successful business, it becomes an exercise of marketing and brand awareness — and that’s something which in this day and age of the world is extremely saturated by millions of people trying to sell you something every day on social media. That’s a challenge. I certainly had aspirations for it to be sold in places like Dover Street Market, but you can never really predict if it can happen.

What is the collective creative process like for you and your team when designing a collection?