Your brand is synonymous with research. When does that relationship start?
Our brand has been closely related to research from the beginning. Its seminal idea was born when I did the master’s degree, which I was able to do thanks to the Stella McCartney scholarship, at CSM. I had a year and a half of time to focus on research, and that research laid the foundations for the future of the brand.
How is the centrality of research currently manifested within your creative proposal?
In that, we do not do catwalks, for example. We spend a lot of time reading, watching movies, doing research in general. We do not want to “throw away” all that work, which can take us six months or more, with a five-minute catwalk. It is absurd. That is why we like to create experiences that have a more personal touch and a post-exhibition life.
“Our way of consuming fashion is totally different and yet the shows continue to be the same as many decades ago.” – Paula Canovas del Vas
So no Catwalks.
No. I think it is an outdated proposal. The industry has been doing the same since the 50s and I think that as creatives we can come up with more interesting things.
How do you understand the evolution of the utility of catwalk within the fashion industry?
Catwalks were born in response to the social roles of their time. Perhaps they worked then, but nowadays, it seems to me, are a little out of date. It is always the same concept: passive audience, objectified model. Our way of consuming fashion is totally different and yet the shows continue to be the same as many decades ago.