On Pedder‘s in-house zine is the literal, visually dynamic and tangible manifestation of the brand. Starting tomorrow, it celebrates ten previous issues and the 11th edition – Exhibitionist – with a retrospective exhibition inviting viewers through a succinctly curated collection of the most captivating images from the publication’s archives.

To be honest, I never knew the extent of Pedderzine’s creative prowess, which I very openly admitted to the On Pedder Communications team as they brought me through an intimate presentation yesterday. Perhaps its easy to dismiss zine, with all its secrets and wonders trapped within tiny confines. Perhaps its the flurry of print media we’re bombarded with on a daily basis. Perhaps its also that these zines are so hard to come by, since they are typically only reserved for top customers. On a sidenote, after realizing the amount of work that goes into each zine, I had flashbacks of my experience being a student union finance secretary and having to justify magazine publication budgets. Completely understand them spending the money where it matters (read: Top-tier customers) because I’m not exactly at the stage where I can drop a month’s salary on a pair of shoes (with ease). Not yet at least! (:

Under the artistic direction of Singapore’s Theseus Chan (owner of WORK Advertising), ten unassuming zines on display within the exhibition space at the Scotts Square store house past collaborations with works from the likes of renowned British photographers Simon Larbalestier, Singapore’s John Clang and Keiichi Tanaami. My favourite cover would have to be Edition #3 “Super Natural” featuring John Clang’s larger-than-life Dries Van Noten cover for Spring/Summer 2008 (below).

Leave me with enough time to pour through these zines three or four times over and I’ll still be discovering new things I never noticed before every single time.

This exhibition, which has been six months in-the-making, stands as a small but notable testament to On Pedder’s commitment to aesthetics since it’s first issue in 2007. I look forward to a larger scale exhibition when their 20th or 50th issue celebration rolls around. I want to see these works blown up on a large scale and hung in a gallery space. Every single page you could frame up and call it art! I kid you not, each page is that gorgeously AMAZING. And since each issue is so different from one another. There’s bound to be something that appeals to every one! Bottomline, I love what I see and I want to see much much more of On Pedder’s creative world.

This exhibition got me thinking: ‘The bane and beauty of art is in its limitlessness.’ And anyone whose ever taken a class in art and experienced the overwhelming fear and uncertainty of a blank paper or canvas staring back at you understands this. It can paralyze, freezing you in your feet or it can be wildly addictive, as you chase the high from the boundless exploration that will ensue. Safe to say, I have a newfound appreciation for On Pedder’s commitment to pushing boundaries and taking on the challenge of tackling this limitlessness in new and exciting ways every season.

And when you are at this exhibition, take a moment to think about what you would put to paper if you were given all the creative freedoms and access to some of the world’s most gorgeous shoes and accessories. Then take the time to really appreciate all the subtleties that each Pedderzine brings to this exhibition. And for that moment or two, get lost in their world. What have you got to lose?

Exhibitionist: Pedderzine Uncatalogued
September 28 2012 to October 19 2012
On Pedder, Level 2 Scotts Square

Limited edition tote bags (below) from Exhibitionist: Pedderzine Uncatalogued will be available for sale exclusively at all On Pedder stores. There are 11 different designs.

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