Is there anything new to say about buttons? The buttoned-up shirt is a traditional symbol of the working day. Once the top two buttons are undone, it’s Saturday night look for many. Ask Jony Ive for his take on the subject. Yes, he is the man synonymous with several Apple products. When he left Apple in 2019, he formed a design company named LoveFrom and his latest work involves fashion.

Later this month, he will showcase his first collection of outerwear, in partnership with Remo Ruffini and Moncler. And he has become fixated with buttons. The man has come up with the magnetic Duo button that allows for fastening with one satisfying click. MagSafe charger on the MacBook anyone?!

The luxury Italian outdoor brand is best known for black-and-white puffer jackets. The LoveFrom, Moncler collection revolves around a base-layer vest, which is down-filled and comes in yellow or off-white.

How does the button work? The “duo button” is made up of two metal pieces that connect magnetically when in close proximity to each other. Five duo buttons appear on each layer, all in the same place. Simply pulling the top layer over the vest attaches the two parts of the garment.

The buttons offer Ive’s “fiddle factor”, “a tactile attraction that makes people want to touch and fiddle” with the man’s designs.
The fiddle factor has been a part of many of his designs at Apple. The first iMac came with a handle, which made people want to move it from one place to another.