Maurizio Cattelan and Pierpaolo Ferrari founded TOILETPAPER in 2010 with the art direction of Micol Talso. It is a text-free magazine that is distributed twice a year.
TOILETPAPER has hit upon an effective formula for success:
Marshall the look, logic, and production value of commercial advertising, but put it toward absurd and happily pointless ends.
In like manner, TOILETPAPER takes the common tropes of things like food photography and high fashion and pushes them to extremes. And the result is a swirling constellation of images that are as tempting and satisfying as candy.
Each issue of TOILETPAPER requires a vast crew of collaborators. A typical masthead might credit contributions from antique furniture experts and animal trainers in addition to the expected set-designers and make-up artists.
The venture is akin to ‘a big, mostly Italian family,’ Cattelan explained, ‘and Pierpaolo and I are like the parents.’
That pleasantly dysfunctional family is responsible for an instantly recognizable aesthetic that conjures the oddity of the 21st century.
ToiletPaper Rules For Survival:
— Being Broke Is Hard, Becoming Rich Is Hard: Choose Your Hard
— Did I Need It? No. Did I Buy It? Yes.
— I’m Glad Morning Comes Once a Day
— Feeling Unspoken Are Unforgettable
— Anybody Can Be Cool But Awesome Takes Practice
— As Long as You Don’t Choose, Everything Remains Possible
— How Many Light Bulbs Does It Take to Change People?
— Everything Will Be OK So Choose Something Fun
— Wrong Time Wrong Place
— Yes We Cat