SEVEN London is more than a soap brand: An Artist Haven <3
Text by Léa Federmann Marsot
SEVEN London's origins trace back to its initial incarnation as SEVEN Soap. However, as the project unfolded, I realised it was more than just about soap; it was about conveying a message and sparking a conversation around our inner contradictions, drawing inspiration from the diverse artists and individuals I've encountered over the years.
The concept took a broader turn, evolving into a collaborative endeavor with curated artists who resonate with the message. The idea was to invite them to reinterpret the concept through their chosen mediums, whether it be illustration, poetry, or other forms of expression. This collaboration would then give birth to small, limited-batch products, sold exclusively for a limited period and quantity. It's a deliberate effort to convey our message to a wider audience through diverse art forms while shining a spotlight on different talents and artists.
From the project's inception, I had a clear vision, envisioning specific artists to bring their unique perspectives to the project. For instance, I approached Orfeo with the concept, explaining the idea and providing a creative mood board along with my interpretation of each sin. I was fortunate that he embraced the idea, allowing him the creative freedom to interpret and draw.
Similarly, my collaboration with Jess Cole stemmed from a shared history in working on a music video together. Her incredible voice and beautiful writing stood out, and I recalled her discussions on the subject of androgyny, which resonated with the duality/non-duality concept. After introducing her to the project, she enthusiastically contributed by writing a poem for each soap. We went on to create poem cards and recorded her voice, enhancing the immersive experience. Jess also beautifully described each soap's ingredients in a poetic manner for the line campaign and website.
Last but certainly not least, Sophie, whose work I had admired for a long time. Feeling a strong connection to her artistic vision, I reached out, introduced her to the project, and was delighted when she agreed to contribute illustrations. Each artist brought a unique flair to the SEVEN London concept, enriching it with their distinct perspectives and contributing to the vibrant tapestry of this creative endeavour.
