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Peter Saville has been a pivotal figure in graphic design and style culture, ever since his first work for Factory Records in the late 1970s. The images that Peter Saville created for Joy Division, New Order and, later, Suede and Pulp were so compelling that they struck the same emotional resonance with the people who bought those albums and singles as the music.

As a co-founder of the label, he was given an unusual, if not unprecedented level of freedom to design whatever he wanted, just as the bands were with their music: free from the constraints of budgets and deadlines which were routinely imposed on designers elsewhere.

By the mid-1980s, Saville’s reputation as a designer of music graphics was assured and he was sought-after by mainstream acts such as Wham and Peter Gabriel and more recently consulting for companies such as Selfridges, EMI, Pringle, Givenchy, Stella McCartney and Kate Moss.

Saville has always used design as a form of self-expression, and in this exclusive video content, he challenges all designers to ask themselves about what they really care about, and see whether these believes can be maintained in their work. Does culture now only exist for the purpose of marketing? And how easy is it now to create good designs with more and more emphasis on business and commercialism?