Art that materializes in a window display, in a visual atmosphere, in a staging that—even if ephemeral—has the power to touch deep emotions in those who experience it.

Creatives, designers, window dressers, visual merchandisers and artists working in this ecosystem know that our work cannot be evaluated solely through ROI or conversions. Human creativity is a language that resonates beyond what can be quantified. A color composition can make someone stop. A single light can provoke a gesture. A scene can connect directly with the soul.

And yet, many times this work fades quietly. It is dismantled, stored away, replaced by the next campaign. What was once magical disappears. But its true impact remains, because emotional value does not obey metrics.

Today we live in an era where brands seek to monetize every creative action, justifying everything through data. And although that need exists and is legitimate, it cannot become a prison that restricts the essence of art. What is human cannot be precisely measured, and therein lies its beauty.

“When art is born from essence rather than from the obsession with money, its spirit expands: it attracts more eyes, more souls, and more truth than anything calculated.” — Jose Luis

A window display is not just a point of sale: it is a stage. A temporary work that transforms a street, a glance, a memory. It is a way of creating worlds.

Those of us who work behind these experiences are builders of atmospheres, stories, and sensations. Our work exists to move, to inspire, to make people dream. And that is precisely what attracts audiences the most: authenticity.

International houses like Bergdorf Goodman, Louis Vuitton or collaborations in Asia such as those with SKP Beijing and Dior Shanghai demonstrate that the art of window display is global, but its emotion is profoundly human.

Because true creativity is not born from the obsession with money, but from a sensitivity capable of imagining beyond the immediate. When a brand embraces this vision, it grows in spirit, in character, in connection.

Profit arrives.

But emotion comes first.

And that is the key.

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I remember when Topshop landed in Madrid in the early 2000s. I was in my early twenties and curiously peeked into that Puerta del Sol store that felt as if it had arrived straight from Oxford Street. For my generation, it was a breath of fresh air: different shop windows, daring clothes, and the feeling of being connected to a more global fashion scene. However, the brand closed in Spain in 2017, leaving behind a mix of nostalgia and the sense that it never fully clicked with the local consumer.

The new relaunch: digital, multi-brand, and collaborations

In 2025, Topshop’s comeback looks very different. The brand has recovered its own website and is betting on the multi-brand channel, reducing risks and gaining flexibility. The relaunch has included high-impact gestures: a fashion show in Trafalgar Square featuring see-now, buy-now pieces, and a collaboration with Cara Delevingne (FashionUnited, FashionNetwork).

Own website and multi-brand strategy. Topshop is back without costly flagships, instead opting for wholesale agreements and a strong digital presence. This allows it to test markets like Spain before committing to its own stores.

Nostalgia as strategy: updated messaging and aesthetics

The brand taps into collective memory with messages such as “We missed you too” (Elle). At the same time, it refreshes its aesthetic proposal with more sophisticated cuts, hybrid fabrics, and campaigns that blend the physical with the digital.

Madrid then and now: different business models

In its first stage, the franchise model relied on large stores in prime locations and collections that didn’t always connect with Spanish audiences. In 2025, Topshop comes with less rigidity, a digital-first approach, and a greater ability to listen to the consumer.

Challenges and opportunities in the Spanish market

The challenge will be to balance nostalgia and competitiveness: fair pricing against Inditex or H&M, agile logistics, and cultural sensitivity. If it succeeds, Topshop will not just be a nostalgic revival, but an example of how to reinvent a retail icon in the 21st century.

All of this, however, happens under the looming shadow of SHEIN, which continues to gain ground internationally.

This analysis is part of my personal perspective as a creative specializing in retail and visual culture. On joseluisledesma.com I continue to explore how brands engage with collective memory and the challenges of the digital era. The Topshop case is a clear example of how yesterday’s visual merchandising and today’s omnichannel strategies come together in a single narrative.

Sources: FashionUnited – Relaunch fashion show at Trafalgar Square. FashionNetwork – Collaboration with Cara Delevingne and retail comeback. Elle México – Communication strategy based on nostalgia. Modaes – Multi-brand distribution strategy. Modaes – History and closure of Topshop in Spain. El Español – Information on openings in Madrid and Barcelona. Joseluisledesma.com

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Recuerdo cuando Topshop aterrizó en Madrid a principios de los 2000. Yo tenía poco más de veinte años y me asomaba con curiosidad a aquella tienda de Puerta del Sol que parecía llegada directamente de Oxford Street. Para mi generación fue un soplo de aire fresco: escaparates distintos, ropa atrevida y la sensación de estar conectados con una moda más global. Sin embargo, la marca cerró en 2017 en España, dejando tras de sí una mezcla de nostalgia y la percepción de que no terminó de encajar con el consumidor local.

El nuevo relanzamiento: digital, multimarca y colaboraciones

En 2025 el regreso de Topshop se plantea de forma muy diferente. La firma recupera web propia y apuesta por el canal multimarca, reduciendo riesgos y ganando flexibilidad. El relanzamiento ha incluido gestos de alto impacto: un desfile en Trafalgar Square con prendas see-now, buy-now y una colaboración con Cara Delevingne (FashionUnited, FashionNetwork).

Web propia y canal multimarca. Topshop regresa sin flagships costosos, sino con acuerdos wholesale y fuerte presencia digital, lo que le permite testar mercados como España antes de comprometerse con tiendas propias.

Nostalgia como estrategia: mensajes y estética actual

La marca explota la memoria colectiva con mensajes como “También te extrañamos” (Elle). Al mismo tiempo, actualiza su propuesta estética con cortes más sofisticados, tejidos híbridos y campañas que combinan lo físico con lo digital.

Madrid entonces y ahora: diferencias de modelo

En su primera etapa, el modelo de franquicia dependía de tiendas grandes en ubicaciones prime y colecciones que no siempre conectaban con el público español. En 2025, Topshop llega con menos rigidez, un enfoque digital-first y mayor capacidad de escucha al consumidor.

Retos y oportunidades en el mercado español

El reto será equilibrar nostalgia y competitividad: precios justos frente a Inditex o H&M, logística ágil y sensibilidad cultural. Si acierta, Topshop no quedará en un revival nostálgico, sino en un ejemplo de cómo reinventar un icono del retail contemporáneo en pleno siglo XXI. Todo eso sí, con la sombra de SHEIN ganando mercado.

Este análisis forma parte de mi mirada personal como creativo especializado en retail y cultura visual. En joseluisledesma.com sigo explorando cómo las marcas dialogan con la memoria colectiva y con los retos de la era digital. El caso Topshop es un buen ejemplo de cómo el escaparatismo visual de ayer y la omnicanalidad de hoy se encuentran en un mismo relato.

Fuentes. FashionUnited – Desfile de relanzamiento en Trafalgar Square. FashionNetwork – Colaboración con Cara Delevingne y regreso al retail. Elle México – Estrategia de comunicación basada en nostalgia. Modaes – Estrategia de distribución multimarca. Modaes – Historia y cierre de Topshop en España. El Español – Información sobre las aperturas en Madrid y Barcelona. Joseluisledesma.com

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The Impact of Gossip in Fashion and Retail

A Vogue Business analysis shows how the fashion industry has grown used to the noise of rumors around creative director changes. These distractions weaken the focus on innovation and teamwork (Vogue Business, 2024). Another article warns that fashion gossip is a profitable commodity, but its hidden cost is trust erosion and cultural decay within brands (Vogue Business, 2023).

A Problem Beyond Fashion

Recent studies confirm that gossip shapes parallel power structures that harm engagement and cohesion. Research published in the Cambridge Journal of Management and Organization reveals that in collectivist cultures, like those in the Mediterranean, rumors can be social glue—but also tools of exclusion that undermine productivity (2022).

Creativity and a Healthy Workplace Culture

In visual merchandising, retail teams, and store management, gossip is particularly damaging. A gossip-dominated workplace lowers creativity, builds distrust, and hurts financial results. By contrast, transparency, respect, and fair recognition nurture a strong culture that drives innovation.

Finding balance is key: keeping Mediterranean warmth and human closeness, while avoiding gossip as a toxic channel. A gossip-free company is not cold—it is stronger, more creative, and better at inspiring teams. In retail, where each day’s experience matters, that balance makes the difference.

Sources:

1. Vogue Business. How should brands handle creative director transitions? (2024).

2. Vogue Business. Let’s dish: racing to the bottom of fashion’s gossip problem (2023).

3. Journal of Management and Organization, Cambridge University Press. Impact of organizational gossip on affective organizational commitment, feelings of loneliness and turnover intention (2022).

4. José Luis Ledesma. joseluisledesma.com (2025).

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This public space represents a unique meeting point where trends materialise spontaneously, reflecting the diversity and creativity of modern society.

The evolution of this social phenomenon ranges from conscious consumption to the adoption of organic fabrics, demonstrating a significant change in the way people dress in big cities. The underground spaces of these cities not only facilitate the movement of people, but also serve as a stage for the expression of different styles, where timelessness and functionality meet the latest trends.

The democratization of fashion in the metro

The democratization of fashion finds its ultimate expression in metro cars and platforms, where 82% of Spanish consumers consider that diversity and inclusion influence their purchasing decisions. This phenomenon reflects a fundamental transformation in how society interacts with urban fashion.

The metro as a space for personal expression

Public transport has become a democratic catwalk where street style takes on a life of its own. Messages and symbols in clothing act as elements of self-expression and community connection. Clothing has been transformed into a platform for personal communication, where each style choice tells a story about the identity of the individual.

The street style phenomenon demonstrates that fashion is an art form accessible to all, transcending cultural and linguistic barriers. Underground users have turned this space into a stage where sustainable fashion and responsible consumption coexist, with a growing interest in second-hand clothes as a gateway to sustainable fashion.

Subcultures

Metro stations and carriages have become a privileged setting for the manifestation of underground culture, a term that since 1953 has designated countercultural movements that are considered alternative or parallel to the dominant culture.

The identification of different urban tribes in the metro reflects the cultural diversity of the modern city. Groups are distinguished by specific characteristics, including:

• Particular lifestyle and way of dressing
• Niche musical and cultural preferences

The evolution of these alternative styles has undergone a significant transformation since the 1950s, when early movements such as the mods and teddy boys emerged. New technologies have played a key role in redefining these cultural identities, creating connections between corporeal expression and digital networks.

The underground as a meeting point for diverse aesthetics

The underground space functions as a point of convergence where different urban scenes intertwine, constituting what experts call ‘a momentary and dynamic agglutination of individuals around a corpus of signs in movement’. This definition encompasses not only clothing and accessories, but also:

• Artistic and activist expressions
• Musical manifestations
• Spontaneous cultural interventions

The presence of these subcultures in the metro has evolved into a phenomenon that transcends the simple categorization of ‘alternative’. Urban cultures are born independent and self-existent, defining their collectivity in the underground space, while new configurations of youth fashions are increasingly defined through neo-technologies, from net-writing to new forms of street-art.

The influence of climate and functionality

Adapting clothing to the public transport environment has become a practical necessity that transcends passing trends. Studies show that 48% of women change their clothing when using public transport, highlighting the importance of functionality in contemporary urban fashion.

In metropolitan areas, clothing choices are influenced by multiple environmental factors.

The trend towards adaptive clothing has gained prominence, with designs that prioritize comfort without sacrificing style. Functionality has become a crucial element in clothing selection. Roll-up backpacks with central zips have positioned themselves as indispensable accessories, offering features such as waterproofing and dedicated spaces for electronic devices.The trend towards adaptive clothing has gained prominence, with designs that prioritize comfort without sacrificing style.

Designers are responding to this demand with collections that incorporate discreet technical elements. Modern public transport garments include features such as hidden pockets for valuables and materials that retain their shape over long periods of wear.

Innovation in the textile sector has enabled the development of garments that serve multiple functions. New smart fabrics offer protection against temperature variations in underground cars, while maintaining a sleek and contemporary look.

The concept of versatility has become a fundamental pillar of today’s urban fashion. Transformable garments, such as convertible trousers and modular jackets, allow users to adapt their wardrobe to different situations throughout the day.

The transformation of the metro into a space where fashion, culture and functionality converge represents a unique social phenomenon that defines our urban era. The carriages and platforms have evolved beyond mere places of transit, becoming scenarios where the democratization of fashion, the expression of subcultures and practical needs create a dynamic style ecosystem.

This fashion-urban phenomenon transcends passing trends, establishing new paradigms in the way society interacts with fashion in public spaces.

The convergence of functionality and personal style has generated significant innovations in the design of garments and accessories, while the diversity of cultural expressions in the metro continues to enrich the urban fashion landscape. Underground spaces have established themselves as dynamic laboratories where trends are born, evolve and transform, reflecting the constant adaptation of modern society to its everyday environments.

Sources: moda.es, thenewbarcelonapost.com; neo2.com; cultura.gob.es; vantatis.elconfidencial.com; expansion.com

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Introduction to the power of self-care

Self-care is a keystone in building a balanced and fulfilling life. This practice is a critical component of robust mental health. By taking care of ourselves, we not only attend to our physical needs, but also honour our emotional and psychological needs, creating a safe haven for our self-esteem and overall well-being. The power of self-care lies in its ability to act as a shield against life’s adversities. By cultivating habits of self-care, individuals can improve their resilience, reduce stress and foster a more compassionate and loving relationship with themselves. Styling, although often perceived as limited to fashion and appearance, is a tangible expression of self-care. Through styling, people can communicate their identity, improve their self-confidence and nurture their mental health.

The connection between style and self-care

The relationship between self-care and mental health is bidirectional; the more we take care of ourselves, the better our mental health, and in turn, good mental health makes it easier for us to practice self-care. This synergy creates a positive cycle, where emotional and physical well-being enhance each other.

Self-care not only alleviates the symptoms of existing mental health problems, but also acts as a form of prevention. By devoting time and effort to our own needs, we can avoid the emotional and physical toll that comes from personal neglect. In this context, styling becomes a valuable tool to strengthen our mental health through self-expression and self-care.

The way we choose to present ourselves to the world has a significant impact on how we feel about ourselves. A style that genuinely reflects our personality and values can strengthen our self-esteem and promote a positive attitude towards life. The act of selecting clothes, accessories and hairstyle is not merely superficial, it is a form of self-care that allows us to take control over our image and, by extension, how we perceive and value ourselves. This control is empowering, offering a source of confidence and personal satisfaction.

In addition, styling can be a meditative and creative act, providing a space for reflection and self-expression. By devoting time to this practice, we are not only taking care of our appearance, but also nurturing our mind, fostering a sense of identity and belonging that is essential for mental health.

How good styling can boost self-confidence

Self-confidence is a pillar of mental health; when we are confident in ourselves, we are better equipped to face life’s challenges. Styling, as a form of self-care, has the power to elevate our self-confidence through self-acceptance and affirmation of our identity.

Dressing in a way that reflects our personal preferences and makes us feel comfortable and confident can transform our attitude and behaviour. This change is not only noticeable to ourselves, but also to others, generating positive feedback that further strengthens our self-esteem.

The confidence that comes from feeling good about our appearance is a powerful tool in managing social anxiety and other insecurities. By prioritizing styling as an extension of self-care, we can cultivate a more confident and assertive presence, opening doors to new opportunities and experiences.

Personal style is much more than just a fashion choice; it is an expression of our inner self that has a profound psychological impact. Through styling, we can communicate our values, moods and aspirations. This capacity for self-expression is liberating, allowing us to assert our individuality and authenticity. Consistency between how we feel inside and how we present ourselves to the world contributes to a sense of integrity and congruence. This alignment strengthens our identity and promotes emotional well-being by reducing the dissonance between our self-image and our projected image.

In addition, the process of creating and maintaining a personal style can be a source of pleasure and satisfaction. The joy derived from selecting clothes that represent us and make us feel good is a valuable form of self-care, which nurtures our mental health by providing a sense of control and creativity in our lives.

The role of self-expression in mental health

Self-expression plays a crucial role in mental health, acting as a channel to explore, understand and accept our identity. Styling, as a form of self-expression, allows people to explore different facets of themselves in creative and tangible ways. This expression of individuality can be enormously liberating, especially for those who struggle to find their voice in other aspects of life. By asserting our identity through styling, we strengthen our self-esteem and foster a more positive relationship with ourselves.

In addition, self-expression through styling can facilitate connection with others. By sharing aspects of our identity in a visible way, we can attract people with similar interests and values, creating a sense of community and belonging that is vital to our mental health.

Embracing the power of self-care through styling

Styling, as a form of self-care, has the power to transform not only our appearance, but also our mental health and emotional well-being. By integrating styling into our self-care practices, we can foster greater self-esteem, confidence and personal satisfaction. Embracing the power of self-care through styling requires recognising that we deserve to invest in ourselves, both inside and out. In doing so, we not only improve our own lives, but also inspire others to do the same, creating a ripple effect of wellness and positivity.

The power of self-care through styling lies in its ability to remind us that, at the end of the day, the deepest form of self-respect and self-love is to allow ourselves to be authentically ourselves, in all aspects of our lives.

Sources: hola.com; vogue.es; revistagq.com; telva.com

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Fashion as a cultural expression

Fashion in Hispanic and Latin America goes beyond mere trends; it is a unique form of cultural expression.
A key aspect of Hispanic and Latin American fashion is creativity. Designers in the region are characterized by their originality and ability to fuse traditional elements with contemporary trends. Creativity manifests itself in the choice of materials, in the combination of colours and prints, and in the way traditional garments are reinterpreted to adapt them to current trends.
Each country in the region has its own style and traditions, which are reflected in fashion. This cultural diversity has been an endless source of inspiration and creativity for designers in the region.
In addition, numerous Hispanic and Latin American designers have made their mark on the global fashion industry. Names such as Paco Rabanne, Manolo Blahnik, Adolfo Dominguez, Cristóbal Balenciaga from Spain, Carolina Herrera from Venezuela, Óscar de la Renta from the Dominican Republic and Mario Testino from Peru are just some of the designers who have achieved international recognition. These talented artists have combined their cultural roots with a unique creative vision, creating garments and collections that transcend borders and captivate the world.

Its influence in the world

Hispanic and Latin American fashion has had a significant impact on the global industry. Brands and designers from the region have managed to cross borders and gain recognition in international markets. The creativity and originality of their designs have captured the attention of consumers and fashion experts around the world.
In addition, numerous collaborations between Hispanic and Latin American designers with international brands have given visibility to the region’s fashion. These collaborations have not only enriched the industry, but have also opened doors for more designers, giving them the opportunity to showcase their talent and creativity to a global audience.

Trends and creativity

Fashion in Latin America is constantly evolving, adapting to current trends while remaining true to its cultural roots. At present, trends such as sustainable fashion, which prioritizes the use of environmentally responsible materials and processes, stand out. This trend reflects a growing awareness of the importance of preserving and valuing the natural environment, and has led to the creation of innovative designs that combine creativity with sustainability.
Another trend that has gained momentum is the incorporation of traditional elements and ethnic prints into designs. Garments such as huipiles and polleras are examples of how Hispanic and Latin American fashion is enriched by creativity and the reinterpretation of cultural elements. These designs not only highlight the identity of the region, but also promote and value cultural diversity.

Fashion is not only an artistic manifestation, but also a means to promote identity, inclusion and social change. Fashion allows us to tell stories and value our traditions.

Traditions: a fascinating story that connects with our roots

Fashion has been a fundamental part of the history of Spanish and Latin America. Native peoples have used creativity to create garments that reflect their identity and traditions. These garments, such as traditional costumes and handcrafted textiles, have been recognized both nationally and internationally for their beauty, significance and cultural richness.
Indigenous fashion continues to be a source of inspiration for Hispanic and Latin American designers. Creativity is manifested in the incorporation of traditional elements and techniques into contemporary designs. This not only preserves and values indigenous culture, but also promotes inclusion and recognition of the creativity of native peoples.

Social and creative engine

Hispanic and Latin American culture and fashion are not only a manifestation of creativity, but also an economic and social engine in the region. On the one hand, the fashion industry generates employment and contributes to the economic growth of Hispanic and Latin American countries. On the other hand, fashion has also become a tool for empowerment and equity, through social initiatives and ventures that use fashion as a means to generate positive changes in society.

These initiatives include training projects, artisan cooperatives and brands that promote inclusion and social justice. Creativity and innovation in Hispanic and Latin American fashion have enabled the industry to become an agent of change, creating opportunities and promoting gender equality, cultural diversity and respect for human rights.

Hispanic and Latin American fashion is an inexhaustible source of creativity and cultural expression, and its cultural legacy has conquered the world. The diversity of styles, influences and traditions enrich the fashion industry, and have allowed their designers to stand out globally.

It is important to recognize and value Hispanic and Latin American fashion as part of our cultural heritage and as a source of inspiration and creativity. In doing so, we contribute to keeping our culture alive and making a positive impact on our society. Let us celebrate their legacy and their influence on the fashion world.

Sources: culturasdemoda.com; modaes.com; historiadelarte.uniandes.edu.co; elpais.com; vogue.mx; forbes.es

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La moda como expresión cultural

La moda en Hispanoamérica y Latinoamérica va más allá de las simples tendencias; es una forma de expresión cultural única.
Un aspecto clave de la moda hispana y latinoamericana es la creatividad. Los diseñadores de la región se caracterizan por su originalidad y por la habilidad de fusionar elementos tradicionales con las tendencias contemporáneas. La creatividad se manifiesta en la elección de materiales, en la combinación de colores y estampados, y en la forma en que se reinterpretan las prendas tradicionales para adaptarlas a las tendencias actuales.
Cada país de la región tiene su propio estilo y tradiciones, que se ven reflejados en la moda. Esta diversidad cultural ha sido una fuente inagotable de inspiración y creatividad para los diseñadores de la región.
Además, numerosos diseñadores hispanos y latinoamericanos han logrado destacarse a nivel mundial, dejando su huella en la industria de la moda. Nombres como Paco Rabanne, Manolo Blahnik, Adolfo Dominguez, Cristóbal Balenciaga de España, Carolina Herrera de Venezuela, Óscar de la Renta de República Dominicana y Mario Testino de Perú son solo algunos de los diseñadores que han alcanzado reconocimiento internacional. Estos talentosos artistas han sabido combinar sus raíces culturales con una visión creativa única, creando prendas y colecciones que trascienden las fronteras y cautivan al mundo.

Su influencia en el mundo

La moda hispana y latinoamericana ha tenido un impacto significativo en la industria global. Marcas y diseñadores de la región han logrado traspasar fronteras y ganar reconocimiento en mercados internacionales. La creatividad y originalidad de sus diseños han capturado la atención de consumidores y expertos de la moda en todo el mundo.
Además, numerosas colaboraciones entre diseñadores hispanos y latinoamericanos con marcas internacionales han dado visibilidad a la moda de la región. Estas colaboraciones no solo han enriquecido la industria, sino que también han abierto puertas para más diseñadores hispanos y latinoamericanos, brindándoles la oportunidad de mostrar su talento y creatividad a una audiencia global.

Tendencias y creatividad

La moda en Hispanoamérica y Latinoamérica se encuentra en constante evolución, adaptándose a las tendencias actuales mientras se mantiene fiel a sus raíces culturales. En la actualidad, destacan tendencias como la moda sostenible, en la cual se prioriza el uso de materiales y procesos responsables con el medio ambiente. Esta tendencia refleja la conciencia creciente sobre la importancia de preservar y valorar el entorno natural, y ha llevado a la creación de diseños innovadores que combinan la creatividad con la sostenibilidad.
Otra tendencia que ha cobrado fuerza es la incorporación de elementos tradicionales y estampados étnicos en los diseños. Prendas como los huipiles y las polleras son ejemplos de cómo la moda hispana y latinoamericana se enriquece con la creatividad y la reinterpretación de elementos culturales. Estos diseños no solo resaltan la identidad de la región, sino que también promueven y valoran la diversidad cultural.

La moda no solo es una manifestación artística, sino también un medio para promover la identidad, la inclusión y el cambio social. La moda nos permite contar historias y valorar nuestras tradiciones.

Moda y tradiciones: una fascinante historia que conecta con nuestras raíces

La moda ha sido parte fundamental de la historia de Hispanoamérica y Latinoamérica. Los pueblos indígenas han utilizado la creatividad para crear prendas que reflejan su identidad y tradiciones. Estas prendas, como los trajes típicos y los textiles artesanales, han sido reconocidas tanto a nivel nacional como internacional por su belleza, significado y riqueza cultural.
La moda indígena sigue siendo una fuente de inspiración para los diseñadores hispanos y latinoamericanos. La creatividad se manifiesta en la incorporación de elementos y técnicas tradicionales en diseños contemporáneos. Esto no solo permite preservar y valorar la cultura indígena, sino que también promueve la inclusión y el reconocimiento de la creatividad de los pueblos originarios.

Motor creativo y social

La cultura y la moda hispana y latinoamericana no solo son una manifestación de creatividad, sino también un motor económico y social en la región. Por un lado, la industria de la moda genera empleo y contribuye al crecimiento económico de los países hispanos y latinoamericanos. Por otro lado, la moda también se ha convertido en una herramienta de empoderamiento y equidad, a través de iniciativas sociales y emprendimientos que utilizan la moda como medio para generar cambios positivos en la sociedad.

Estas iniciativas incluyen proyectos de capacitación, cooperativas de artesanos y marcas que promueven la inclusión y la justicia social. La creatividad y la innovación en la moda hispana y latinoamericana han permitido que la industria se convierta en un agente de cambio, creando oportunidades y fomentando la igualdad de género, la diversidad cultural y el respeto por los derechos humanos.
La moda hispana y latinoamericana es una fuente inagotable de creatividad y expresión cultural y su legado cultural ha conquistado el mundo. La diversidad de estilos, las influencias y tradiciones enriquecen la industria de la moda, y han permitido que diseñadores hispanos y latinoamericanos destaquen a nivel mundial.

Es importante reconocer y valorar la moda hispana y latinoamericana como parte de nuestro patrimonio cultural y como una fuente de inspiración y creatividad. Al hacerlo, contribuimos a mantener viva nuestra cultura y a generar un impacto positivo en nuestra sociedad. Celebremos su legado y su influencia en el mundo de la moda.

Fuentes: culturasdemoda.com; modaes.com; historiadelarte.uniandes.edu.co; elpais.com; vogue.mx; forbes.es

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La importancia histórica de la moda asiática

La moda asiática tiene una historia rica y diversa que se remonta a miles de años atrás. Desde los exquisitos tejidos de seda de China hasta los intrincados kimonos de Japón, la moda asiática siempre ha sido reconocida por su atención al detalle y su artesanía impecable. Durante siglos, Asia ha sido una fuente de inspiración para diseñadores de todo el mundo, quienes han incorporado elementos de la moda asiática en sus colecciones. Sin embargo, en los últimos años, la moda asiática ha dejado de ser solo una fuente de inspiración y se ha convertido en un fenómeno por derecho propio.

Tendencias de moda en China: elementos tradicionales en diseños modernos

China ha sido durante mucho tiempo un faro de la moda asiática. Con una rica historia y una cultura vibrante, no es de extrañar que la moda china esté en auge. En los últimos años, los diseñadores chinos han sabido combinar elementos tradicionales con diseños modernos, creando así una estética única y contemporánea. La moda china ha abrazado su patrimonio cultural incorporando elementos tradicionales, bordados y colores vibrantes en sus diseños. Estas tendencias han traspasado las fronteras y ahora se pueden ver en pasarelas internacionales y revistas de moda de todo el mundo, con una sociedad joven que sabe disfrutar vistiendo tendencias de moda muy puntera.

La fusión del streetwear y la alta moda coreana

Otra influencia asiática destacada en el mundo de la moda podemos encontrarla en Corea del Sur. La moda coreana se ha ganado una reputación por su fusión única de streetwear y alta moda. Los diseñadores coreanos han logrado capturar la atención de la industria con su enfoque innovador y vanguardista. La moda coreana se caracteriza por su estilo de calle urbana, con prendas cómodas y casuales combinadas con elementos de alta costura. Esta fusión de estilos ha resonado en todo el mundo y ha llevado a que la moda coreana sea reconocida como una fuerza a tener en cuenta. Especialmente con el gran protagonismo K-POP y el impacto visual que ejercen, tan merecidamente.

La vibrante y colorida escena de la moda en Tailandia

Tailandia es otro país asiático que ha dejado su huella en la industria de la moda. Con su rica historia y su vibrante cultura, la moda tailandesa es conocida por su uso audaz del color y sus estampados llamativos. Los diseñadores tailandeses han sabido combinar elementos tradicionales con diseños contemporáneos, creando así una estética única y reconocible. La moda tailandesa ha ganado popularidad en todo el mundo, y sus diseños se pueden ver en pasarelas internacionales y revistas de moda de renombre.

Los estilos de moda únicos de Filipinas

Filipinas también ha dejado una marca en la industria de la moda con sus estilos únicos y diversos. Desde los tejidos tradicionales de Mindanao hasta los modernos ternos de barong, la moda filipina es una mezcla de tradición y modernidad. Los diseñadores filipinos han sabido capturar la esencia de la cultura filipina en sus diseños, utilizando materiales locales y técnicas artesanales. La moda filipina ha sido elogiada por su originalidad y su enfoque en la sostenibilidad, y ha ganado reconocimiento tanto a nivel nacional como internacional.

Diseñadores de moda asiáticos que están marcando tendencia en la industria

La influencia asiática en la moda no se limita solo a los países mencionados anteriormente. En toda Asia, hay una gran cantidad de talentosos diseñadores que están dejando su huella en la industria. Desde los renombrados diseñadores chinos como Guo Pei hasta la aclamada diseñadora tailandesa Disaya Sorakraikitikul, los diseñadores asiáticos están llevando la moda a nuevos horizontes. Estos diseñadores han logrado combinar la rica historia y la cultura de Asia con una estética moderna y contemporánea, creando así colecciones únicas y atemporales.

La moda inspirada en Asia en las pasarelas internacionales y revistas de moda

La influencia asiática en la moda también se puede ver en las pasarelas internacionales y revistas de moda más importantes del mundo. Diseñadores de todo el mundo han incorporado elementos y estilos asiáticos en sus colecciones, creando así una fusión de culturas y estilos.

La influencia asiática en el mundo de la moda es innegable. Desde China hasta Filipinas, Asia ha dejado una huella duradera en la industria de la moda. La moda asiática se caracteriza por su rica historia, sus tradiciones únicas y su enfoque innovador. Los diseñadores asiáticos están marcando tendencia en la industria y llevando la moda a nuevos horizontes. Es importante reconocer y apreciar la belleza y la creatividad de la influencia asiática en la moda, y seguir abrazando la diversidad y la representación en esta industria tan vibrante.

Fuentes: prestigeonline.com: guopei.com; joseluisledesma.com; disaya.com; nymag.com; traveler.es; cosmopolitan.com; vogue.es; fashionunited.es

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During festivities such as Christmas, Chinese New Year, Ramadan and Hindu holidays, fashion takes on a special meaning as it becomes a way of connecting different cultures and celebrating diversity.

The influence of the Christmas season

Christmas is a holiday widely celebrated around the world and has a significant impact on the fashion industry. During this time of year, traditional colours such as red, green and gold dominate the catwalks and fashion boutiques. Reindeer, snowflake and Christmas tree prints also become popular. In addition, Christmas jumpers with festive designs have become a much-loved trend during this festive season.

Chinese New Year

Chinese New Year is another celebration that has a great influence on fashion. This holiday, which is celebrated in January or February, is full of traditions and symbolism that are reflected in Chinese fashion. The colours red and gold are especially significant during Chinese New Year, as they represent good luck and prosperity.

In the retail industry, Chinese New Year has become an opportunity for brands to launch special collections inspired by Chinese culture. Prints of dragons, cherry blossoms and other Chinese symbols can be seen on clothing and accessories during this season. In addition, fashion shows held in China during the New Year are a showcase for local designers and a way to celebrate China’s rich culture.

Each year, the Chinese calendar features a different animal, and this becomes a popular motif for fashion designers. For example, when the Chinese year is the year of the mouse, mouse prints and mouse-related details become popular in clothing and accessories. In addition, the colour red, which is considered lucky in Chinese culture, is widely used in fashion collections during this season.

The influence of Ramadan

Ramadan is a holy month for Muslims, during which they fast daily from dawn to dusk. During this period, fashion also plays an important role. Many fashion brands launch special collections for Ramadan, which include more modest clothing suitable for this religious holiday.

Clothes during this holiday are characterized by the use of soft colours and light fabrics that allow people to stay cool and comfortable during the fast. Designs are often elegant and sophisticated, with details such as lace, embroidery and floral prints. In addition, Ramadan fashion is also inspired by the cultural traditions of different Muslim countries, making each collection unique and representative of the diversity within this community.

Hindu festivals and their influence

Hindu festivals, such as Diwali and Holi, also have a significant impact on fashion. During Diwali, the festival of lights, bright colours such as red, orange and gold are especially popular. Many people choose to dress in saris or traditional Indian costumes, which are decorated with elaborate embroidery and intricate detailing.

During Holi, the festival of colours, fashion is filled with bright and colourful garments. Designers take inspiration from these festivals to create unique and vibrant garments that reflect the joy and energy of the festivities.

Coexistence and collaboration

In an increasingly globalized world, fashion has become a platform for coexistence and collaboration between different cultures. The retail industry has opened its doors to designers from all over the world, allowing ideas and cultural traditions to mix and enrich each other.

During the holiday season, many brands organize special events and collaborations with local designers and artists to celebrate cultural diversity. These events not only present holiday-inspired collections, but also provide an opportunity for emerging designers to showcase their work.

Collaboration between designers from different countries and cultures has resulted in unique collections that celebrate diversity and foster cultural understanding. These collaborations allow designers to share their vision of fashion and create garments that fuse different styles and traditions.

Cultural appropriation versus cultural appreciation

As fashion becomes more diverse and multicultural, it is important to address the issue of cultural appropriation versus cultural appreciation. While cultural appreciation involves recognizing and valuing the traditions of other cultural groups, cultural appropriation involves borrowing cultural elements without due respect and understanding.

It is essential that the retail industry promotes cultural appreciation rather than appropriation. This means giving credit to sources of inspiration, collaborating with designers from different cultures, and respecting cultural traditions and symbols. It is essential that designers and fashion brands are aware of this and ensure that their holiday inspiration is done in a respectful and sensitive manner.

A bridge for cultural understanding

Fashion has the power to bring people together and promote cultural understanding. Through it, we can learn about different cultures, traditions and ways of life. By wearing clothes inspired by other cultures, we can show respect and appreciation for global diversity. It can also be a way to start conversations and promote education about different cultures and cultural understanding.

Designers, brands and consumers can use fashion as a platform to share stories and experiences, thus fostering mutual understanding and respect.

In conclusion, fashion is a language of celebration that reflects people’s cultural identity and the festivities that mark their lives. Christmas, Chinese New Year, Ramadan and Hindu festivities are just a few examples of how celebrations influence fashion.

However, it is important to do so in a respectful and sensitive manner, avoiding cultural appropriation and encouraging cultural appreciation. By embracing diversity and inclusion, fashion brands can play a significant role in building bridges between different cultures and promoting global harmony.

Sources: culturasdemoda.com; modaes.com; vogue.es; cincodias.elpais.com, joseluisledesma.com

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Although Fornasetti is known for his work in interior design and the creation of decorative objects, he began his career in painting. After studying at the Brera Academy of Fine Arts in Milan, Fornasetti began working as an illustrator for magazines and newspapers. It was during this time that he began to develop his unique style, characterized by a combination of surrealist and classical elements.

Fornasetti also began working in interior design during this time, creating furniture and decorative objects for friends and clients. It was his work in interior design that eventually led him to create his iconic porcelain plate design, which became one of his most famous creations.

He was a painter, sculptor, illustrator, printmaker, designer, ceramist, craftsman, interior decorator, art book publisher and even collector. The fact that he ventured into so many artistic fields made him a born and amusing creator of art. He not only focused on making commissioned decorative pieces, but also enjoyed experimenting with new techniques and materials.

His work has marked a milestone in the history of design, becoming an icon, repeated by furniture designers and fashion houses in their collections under the Fornasetti licence.

Today, his son Barnaba Fornasetti continues to design in his name, creating each piece entirely by hand. Each piece is unique and unrepeatable. To recognize the originals, it is only necessary to look for the serial number and year of production.

Fornasetti’s unique style and inspirations

Fornasetti’s design style is unique and easily recognizable. It is characterized by a combination of classical and surrealistic elements, as well as the use of repetitive patterns and graphic designs. Fornasetti’s designs often feature motifs such as the sun, moon and stars, as well as human and animal figures. He was also inspired by classical architecture and Greek and Roman mythology. Some of his most famous collaborators include the architect Gio Ponti and the surrealist artist Salvador Dalí. Of particular note is his most recent collaboration (2021) with the luxury brand Louis Vuitton.

A collaboration initiated by Nicolas Ghesquière, artistic director of Louis Vuitton’s women’s collections, in which the Maison explores the creative world of the Italian atelier. The collection showcases Fornasetti’s iconic handmade drawings that have captivated art and design lovers since the atelier’s founding in 1940.

These designs were selected by Nicolas Ghesquière in conjunction with Barnaba Fornasetti, Piero’s son and artistic director of the Fornasetti atelier.

Lasting appeal

Fornasetti’s work remains very popular today. This is largely due to his ability to create timeless designs and decorative objects that are both functional and aesthetically appealing. In addition, his use of repetitive patterns and graphic designs means that his creations are easily recognizable and can be used in a variety of design contexts.

His strong point has always been imagination: “It’s fundamental. I try to free my inspiration from the everyday. I don’t paint from reality, but from my memories. I don’t copy.

His work in interior design is one of his most enduring legacies. His designs for wallpaper, decorative objects and furniture can be found in homes and commercial spaces around the world.

Some of his most iconic designs are undoubtedly his porcelain plates, which feature a variety of motifs and graphic designs. One of his most famous designs features the face of Italian actress and singer Lina Cavalieri.

Fornasetti was leafing through a magazine when he suddenly discovered Lina’s face. He was so fascinated that he described her as “[…] the true archetype: the quintessence of an image of classical beauty, like a Greek statue, enigmatic like the Mona Lisa”.

A face with enigmatic features defined by Gabriele D’Annunzio, the most emblematic exponent of Italian decadentism, as “the highest testimony of Venus on Earth”, a timeless physiognomy destined to become an icon.

Fornasetti, without even knowing her, turned Lina Cavalieri into an eternal female icon, transforming and reworking her face, which appears masked, torn, tattooed, reflected in a mirror, cut, inserted into geometric figures, smiling, crying, mischievous, furious in the artist’s works. Perhaps Fornasetti’s Lina can be considered, to all intents and purposes, a twentieth-century Mona Lisa, a precursor of Warhol’s Marilyn.

Fornasetti’s influence on contemporary design

The design is still evident today. His unique style and his ability to create timeless and functional designs have inspired many contemporary designers. In addition, his focus on combining classical and surreal elements has influenced interior design and decorative objects.

A Fornasetti drawing has the power to change the vibe of a place, not because it is beautiful, but because it takes you to a different dimension, that of dreams. Philippe Starck

Throughout his career, Piero Fornasetti left a lasting impact on the world of design. His unique style and his ability to create timeless and functional designs have inspired many contemporary designers.

Sources: revistaad.es; es.louisvuitton.com; nuvomagazine.com; elledecor.com; fornasetti.com; 

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Aunque Fornasetti es conocido por su trabajo en el diseño de interiores y la creación de objetos decorativos, comenzó su carrera en la pintura. Después de estudiar en la Academia de Bellas Artes de Brera en Milán, Fornasetti comenzó a trabajar como ilustrador para revistas y periódicos. Fue durante este tiempo que comenzó a desarrollar su estilo único, que se caracteriza por la combinación de elementos surrealistas y clásicos.

Fornasetti también comenzó a trabajar en el diseño de interiores durante este tiempo, creando muebles y objetos decorativos para amigos y clientes. Fue su trabajo en el diseño de interiores lo que finalmente lo llevó a crear su icónico diseño de plato de porcelana, que se convirtió en una de sus creaciones más famosas.

Fue pintor, escultor, ilustrador, grabador, diseñador, ceramista, artesano, decorador de interiores, editor de libros de arte e incluso, coleccionista. El hecho de que se atreviera con tantos campos artísticos, lo convertía en un creador de arte nato y divertido. No solo se centraba en realizar piezas decorativas por encargo, sino que también, disfrutaba experimentando con nuevas técnicas y materiales.

Su obra ha marcado un hito en la historia del diseño, convirtiéndose en un icono, repetido por diseñadores de mobiliario y firmas de moda en sus colecciones bajo la licencia de Fornasetti.

Actualmente, su hijo, Barnaba Fornasetti sigue diseñando en su nombre y creando cada pieza de forma totalmente artesanal. Cada pieza es única e irrepetible. Para reconocer las originales, tan solo es necesario buscar el número de serie y año de producción.

El estilo único de Fornasetti y sus inspiraciones

El estilo de diseño de Fornasetti es único y fácilmente reconocible. Se caracteriza por la combinación de elementos clásicos y surrealistas, así como por el uso de patrones repetitivos y diseños gráficos. Los diseños de Fornasetti a menudo presentan motivos como el sol, la luna y las estrellas, así como figuras humanas y animales. También se inspiró en la arquitectura clásica y en la mitología griega y romana. Algunos de sus colaboradores más famosos incluyen al arquitecto Gio Ponti y al artista surrealista Salvador Dalí. Cabe destacar su colaboración más reciente (2021) con la marca de lujo Louis Vuitton.

Una colaboración iniciada por Nicolas Ghesquière, director artístico de las colecciones femeninas de Louis Vuitton, en la que la Maison explora el mundo creativo del atelier italiano. La colección muestra los icónicos dibujos hechos a mano de Fornasetti que han cautivado a los amantes del arte y el diseño; desde la fundación del atelier en 1940.

Estos diseños fueron seleccionados por Nicolas Ghesquière en conjunto con Barnaba Fornasetti, hijo de Piero y director artístico del atelier de Fornasetti.

El atractivo duradero

El trabajo de Fornasetti sigue siendo muy popular hoy en día. Esto se debe en gran parte a su capacidad para crear diseños atemporales y objetos decorativos que son tanto funcionales como estéticamente atractivos. Además, su uso de patrones repetitivos y diseños gráficos significa que sus creaciones son fácilmente reconocibles y pueden ser utilizadas en una variedad de contextos de diseño.

Su punto fuerte siempre fue la imaginación: “Es fundamental. Yo procuro liberar mi inspiración de lo cotidiano. No pinto a partir de la realidad, sino de mis recuerdos. No copio”.

Su trabajo en el diseño de interiores es uno de sus legados más duraderos. Sus diseños de papel tapiz, objetos decorativos y muebles se pueden encontrar en hogares y espacios comerciales en todo el mundo. 

Algunos de sus diseños más icónicos, son, sin duda, sus platos de porcelana, que presentan una variedad de motivos y diseños gráficos. Uno de sus diseños más famosos presenta el rostro de la actriz y cantante italiana Lina Cavalieri. 

Fornasetti estaba hojeando una revista cuando, de repente, descubrió el rostro de Lina. Se quedó tan fascinado que la describió como «[…] el verdadero arquetipo: la quintaesencia de una imagen de belleza clásica, como una estatua griega, enigmática como la Mona Lisa».

Un rostro de rasgos enigmáticos definido por Gabriele D’Annunzio, el exponente más emblemático del decadentismo italiano, como «el más alto testimonio de Venus en la Tierra», una fisionomía atemporal destinada a convertirse en un icono.

Fornasetti, sin siquiera conocerla, convirtió a Lina Cavalieri en un icono femenino eterno, transformando y reelaborando su rostro, que aparece enmascarado, desgarrado, tatuado, reflejado en un espejo, cortado, insertado en figuras geométricas, sonriendo, llorando, travieso, furioso en las obras del artista. Quizás la Lina de Fornasetti pueda considerarse, a todos los efectos, una Mona Lisa del siglo XX, precursora de la Marilyn de Warhol.

La influencia de Fornasetti en el diseño contemporáneo

Aunque la carrera de Fornasetti abarcó varias décadas, su influencia en el mundo del diseño sigue siendo evidente hoy en día. Su estilo único y su capacidad para crear diseños atemporales y funcionales han inspirado a muchos diseñadores contemporáneos. Además, su enfoque en la combinación de elementos clásicos y surrealistas ha influido en el diseño de interiores y objetos decorativos.

Un dibujo de Fornasetti tiene el poder de cambiar la vibración de un lugar, no porque sea bonito, sino porque te lleva a una dimensión diferente, la de los sueños.  Philippe Starck

A lo largo de su carrera, Piero Fornasetti dejó un impacto duradero en el mundo del diseño. Su estilo único y su capacidad para crear diseños atemporales y funcionales han inspirado a muchos diseñadores contemporáneos.

Fuentes: revistaad.es; es.louisvuitton.com; nuvomagazine.com; elledecor.com; fornasetti.com; 

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While on the fashion catwalks around the world designers present revolutionary collections, we in the day to day, we are still conditioned when it comes to dress, thinking about what they will think or say about us.

Undoubtedly, clothes, style or color are elements capable of communicating our personality and from the point of view of psychology a lot of information has been obtained from different studies, collected in Psychology Today.

Business Insider recently reviewed several studies related to first impression. Among these, there were some that related the quality and cut of clothing not only to status, but also to intelligence level.

This, is one of the examples, where the influence of the judgment of others, especially in formal circumstances, conditions us when choosing our style.

Classic fashion: the first impression

One of the most recurring questions among fashion lovers is what to wear one season, but consumers usually opt for those classic garments that never go out of style. 

Why is classic style so important?

Classic style carefully preserves the unique look, constancy, severity and restraint. Classic clothes are synonymous with elegance. Such clothes bring us harmony, grace and stability. Classic style is pacification and a sense of proportion in everything: in shapes, volumes and shades of color. A classic is never surprising because it has reliability and quality, without bright and flashy decorative elements.

But this does not mean that the classic style is monotonous and unattractive.

There are no right ways to dress, the important thing is that it is in line with our way of thinking and makes us feel comfortable with ourselves, we should not worry about what others think about how we dress.

The most innovative fashion trends

Clothes can bring a great deal of self-confidence, which has repercussions both in the workplace and socially.

For this reason, we must also learn to lose our fear of the first impression and break the rules of style to break the monotony, to play and have fun or simply to be disconcerting. Whatever the reason, the important thing is to feel comfortable.

The modern wardrobe owes its development not just to fashion designers in Paris or Milan but also to gangs and movements brought together by a shared appreciation of music, sport or a particular underground culture, and a certain style that defines membership. These styles have rocked establishments, created stereotypes, expressed social division as much as they have united people, entered the language, spread around the world, and, above all, transformed dress for a wider public.

100 Ideas that Changed Street Style

Everything that seems normal to us today was once something very innovative. These changes have been signed by people who, of course, have left their mark on the fashion world without the fear of the first impression. Here is a list of the most innovative designers in the fashion world to pay tribute to the revolutionary and pioneering minds that changed the rules of the game by being able to see the future and make it a reality:

• Paco Rabanne (1934) has been one of the pioneers of futuristic fashion. Together with Cardin and Courrèges, he used the latest high-tech synthetic sports fabrics to revitalize French haute couture with his space-focused fashion. In addition, Paco Rabanne surprised with the “Do It Yourself” dress, which was sold in a do-it-yourself box.

• Yves Saint-Laurent (1936-2008) was responsible for bringing a certain masculinity to women with his American suit. In the 1960s – although inspired by Melanie Dietrich in the 1930s – the Parisian designer created the suit for women, emphasizing the lapels and the front pleat of the pants, managing to maintain some femininity also with the darts on the waistband of the jacket and the close-fitting vest underneath.

• Rei Kawakubo (1942) arrived in Paris with Comme des Garçons in the early 1980s, presenting on the 1981 catwalk a new vision of fashion, which the press would call “Hiroshima chic” or “post-nuclear chic”. He also made black the characteristic color of avant-garde fashion, bringing minimalism, austerity with a post-modern approach to fashion. She questioned the feminine silhouettes, betting on a revolutionary fashion that would free women from sterotipulated garments.

• Elsa Schiaparelli (1890-1973) – became famous for using trompe l’oeil in her knitwear. She was also the main exponent of surrealist fashion and brought the world of dresses and costumes closer to the world of painting and art in general. Her collaborations with Dalí and Jean Cocteau are historical. 

• Miguel Adrover is one of the most international self-taught Spanish designers today, who based his collections on the people and culture of New York and his travels around the world. He was born in a small town in Mallorca called Calonge in 1965 and from there he jumped to London, where he came into contact with the most underground scene of the city: the universe of the neo-punks and the new romantics.

• Vivienne Westwood began her career pushing boundaries. She opened her own boutique in London, appropriately named SEX. The designer defined a new generation of punk style, designing and dressing some of the most iconic punk rockers, such as the Sex Pistols. Westwood and Malcolm McLaren created one of the most provocative pieces of punk rock style: the bondage suit. Inspired by the standard military pants McLaren brought back from the United States, Westwood used black satin from British railway workers’ vests and added bondage straps to achieve the sadomasochistic look.

Would you be able to express yourself through the way you dress in your day to day life without feeling conditioned?

Sources: i-d.vice.com ; businessinsider.es ; lofficielmexico.com ; bbc.com ; lavanguardia.com ; itfashion.com ; vogue.es

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What effect does light have on us?

In short, light has the ability to activate or deactivate certain emotions, and depending on how it is implemented can help us to build different times of permanence in each place inside a store, so it is important to note that if we maintain the same levels of lighting throughout the space, the rhythm of shopping will be monotonous and boring.

But what are illumination levels?

In simple terms, lighting levels can be general or localized.  If we distribute the luminaries correctly, we can create spaces where the general light helps users to move around comfortably, while a localized light helps us to redirect their attention to the spaces or products we want to highlight. 

In addition, today there are a wide variety of devices that allow us to use different colors, tones and temperatures to achieve a variety of effects and to reconfigure the space according to our needs.

What atmosphere do we want to generate in our store?

The most important thing before choosing the lighting is to know what atmosphere we want to generate in our commercial space.

Foremost, we have to be clear about our corporate image, since the lights have to be in accordance with it.

-The lighting of our projects has to be well planned. A commercial strategy supported by a well-executed lighting plan increases the chances of sales.

José Luis.

Lighting is another attribute that describes the personality of a brand. If we want to invite our customers to enter inside our space, we have to make sure that the store is correctly visualized from the outside. Lighting is closely related to two fundamental aspects:

• The product we sell
• What we want to convey to consumers

The lighting serves as a way to attract the customer to our shop window or to highlight an article with respect to the rest. For example, a dark shop window or one with many reflections will make it difficult for the consumer to see the product clearly.
Also, don’t forget that lighting is a great opportunity to create an original design for the decoration of your space.

Cold or warm lighting?

To choose the tones of the lighting of the space we have to know the psychology of colors and these always have to be in accordance with the different elements of the space and with the personality of the brand.

Lighting can be cold or warm, depending on the color temperature. Using one or the other will depend on the areas to be illuminated. 

For example, we will use a warm light in those areas where the customer has to spend more time. And a cold light in areas where we need more clarity, as in the cashier areas. 
We can take advantage of lighting to change the look of the space when there are new trends. In this way, we can dynamize and adapt our store without having to make large-scale reforms.

How to choose the lighting for stores?

It is important to choose the general luminosity of the store, depending on the atmosphere we want to produce, it will be more or less luminous. In the exhibition areas, the luminosity has to be adequate, so that the customer is not dazzled when looking at the product. 

LED lighting systems are undoubtedly the present and the future, mainly because of their efficiency and performance. Nowadays, it is the type of light that allows a low consumption at the same time that a high efficiency. 

When choosing types of lamps, it is necessary to take into account the color rendering offered and the ability to faithfully reproduce the colors of the products. It is a fundamental aspect to respect the attributes of the products, since if the client buys an article in the store and when it arrives at home it is of a different color, he could feel deceived.

Another aspect to take into account when illuminating the space is that light creates shadows and the more lamps we have, the more shadows we generate. 
The more punctual the light source is, the sharper the shadow will be, and the opposite with diffuse light sources. 
Normally, general lighting is diffuse and when we highlight we usually use a point light. Another option is to have backlit displays to eliminate shadows and also highlight the products.

For each space its own lighting 

In every store there are different spaces, from fitting rooms to cashiers to displays.
All these areas must be taken into account when thinking about a lighting design, since each area needs its own light depending on its purpose.

-“…creating spaces is beautiful and sometimes necessary, but it avoids illuminating nothingness”.

José Luis.

• Showcase: it is the first point of contact with the customer. In shop windows the most common is to use spotlights and spotlight rails to highlight the shape and texture of the products on display. Dimmers are used to create different atmospheres.

• Shelves: once in the store, it is of vital importance to direct the customer’s attention to the products on the shelves. Therefore, it is one of the areas of the store where lighting is most relevant and must be of high quality. 

• Fitting rooms: it is a decisive space for the purchase, so the light must be flattering. For this purpose, lights are used on the sides of the mirrors. This type of light helps to reduce shadows caused by overhead spotlights. It is also recommended that it be a warm light, more comfortable. And, if we want to save energy, motion sensors can be applied so that the light only turns on when someone is inside the fitting room.

• Checkouts: dynamic lighting is recommended to make the wait more pleasant. 

In short, in-store lighting has a very strategic functionality and goes beyond simply illuminating the exterior and interior of the store. If you are thinking about a new lighting strategy for your commercial space, do not hesitate to contact a professional in the sector who can advise you.

Sources: lighting.philips.es; caad-design.com; marcelaseggiaro.com; heca-group.com; studioescaparatismo.es; joseluisledesma.com

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La luz, naturalmente, nos atrae y cuando estamos en un ambiente con poca luz, nuestro sistema de alerta tiende a desactivarse, lo cual ayuda a nuestro cuerpo a relajarse.

Por el contrario, en un ambiente con altos niveles de luz nos activamos y ponemos en movimiento. 

¿Qué efecto nos produce la luz?

En pocas palabras la luz tiene la capacidad de activar o desactivar ciertas emociones, y dependiendo de como esté implementada puede ayudarnos a construir distintos tiempos de permanencia en cada lugar al interior de una tienda, por ello es importante tener en cuenta que si mantenemos los mismos niveles de iluminación en todo el espacio, el ritmo de compra será monótono y aburrido.

¿Pero qué son los niveles de iluminación?

En términos sencillos, los niveles de iluminación pueden ser generales o puntuales.  Si distribuimos las luminarias correctamente, podemos crear espacios donde la luz general ayude a los usuarios a desplazarse cómodamente, mientras una luz puntual o localizada nos ayuda a redirigir su atención hacia los espacios o productos que queremos destacar. 

Además, al día de hoy existen una gran variedad de dispositivos que nos permiten usar distintos colores, tonos y temperaturas para lograr una gran variedad de efectos y poder reconfigurar el espacio según nuestras necesidades.

¿Qué ambiente queremos generar en nuestra tienda?

Lo más importante antes de elegir la iluminación es conocer qué ambiente queremos generar en nuestro espacio comercial.

Tenemos que, ante todo, tener clara nuestra imagen corporativa, ya que las luces tienen que ir acorde a ella. La iluminación es otro atributo que describe la personalidad de una marca.

-“La iluminación de nuestros proyectos tiene que estar bien planificada. Una estrategia comercial apoyado con un plan de iluminación bien ejecutado, aumenta las posibilidades de venta.”-

José Luis.

Si queremos invitar nuestros clientes a entrar al interior de nuestro espacio, tenemos que asegurarnos que la tienda se visualice correctamente desde fuera. La iluminación está muy relacionada con dos aspectos fundamentales:

1. El producto que vendemos
2. Lo que queremos transmitir a los consumidores
   

La iluminación nos sirve como reclamo para atraer al cliente a nuestro escaparate o para destacar un artículo respecto al resto. Por ejemplo, un escaparate oscuro o con muchos reflejos dificultará que el consumidor pueda ver con claridad el producto.

Además, no olvides que la iluminación es una gran oportunidad para crear un diseño original para la decoración de tu espacio.

¿Iluminación fría o cálida?

Para elegir los tonos de la iluminación del espacio tenemos que conocer la psicología de los colores y estos siempre han de ir acorde con los diferentes elementos del espacio y con la personalidad de la marca.

La iluminación puede ser fría o cálida, en función de la temperatura de color. Utilizar una u otra dependerá de las zonas a iluminar. 

Por ejemplo, emplearemos una luz cálida en aquellas zonas donde el cliente tenga que pasar más tiempo. Y una luz fría en zonas donde necesitemos más claridad, como en las zonas de caja. 

Podemos aprovechar la iluminación para cambiar de aspecto al espacio cuando haya nuevas tendencias. Así dinamizamos y adaptamos nuestra tienda sin tener que hacer reformas de gran dimensión.

¿Cómo elegir la iluminación para tiendas?

Es importante elegir la luminosidad general de la tienda, según el ambiente que queramos producir será más o menos luminoso. En las zonas de exposición la luminosidad tiene que ser adecuada, para que el cliente no se deslumbre al mirar el producto. 

Los sistemas de iluminación LED son sin duda, el presente, el futuro, principalmente por su eficacia y rendimiento. Hoy en día es el tipo de luz que permite un bajo consumo a la vez que una alta eficiencia. 

A la hora de escoger los tipos de lámparas hay que tener en cuenta la reproducción cromática que ofrece, es decir, la capacidad que tiene de reproducir fielmente los colores de los productos. Es un aspecto fundamental respetar los atributos de los productos, ya que si el cliente compra un artículo en la tienda y cuando llega a casa es de un color diferente podría llegar a sentirse engañado.

Otro aspecto a tener en cuenta en el momento de iluminar el espacio, es que la luz crea sombras y cuantas más lámparas tengamos, más sombras generamos. 

Cuanto más puntual sea la fuente de luz, más nítida será la sombra y al contrario con las fuentes de luz difusas. 

Normalmente, la iluminación general es difusa y cuando resaltamos se suele utilizar una luz puntual. Otra opción es tener expositores retroiluminados para eliminar las sombras y resaltar también los productos.

Para cada espacio su iluminación 

En cada tienda existen diferentes espacios, desde los probadores hasta las cajas o los expositores.

-“…crear espacios es bonito y a veces necesario, pero evita iluminar la nada.“-

José Luis.

Todas estas áreas hay que tenerlas en cuentas a la hora de pensar en un diseño de iluminación, ya que cada zona necesita su propia luz en función del su objetivo.

Escaparate
Es el primer punto de contacto con el cliente. En los escaparates lo más habitual es usar focos y carriles de focos para destacar la forma y textura de los productos expuestos. Para crear diferentes atmósferas se emplean reguladores de intensidad.

Especialmente destacar la comparación de maniquíes vestidos con una iluminación que realce el estilismo y que facilite la rápida atención del cliente. A unos maniquíes, en la misma circunstancia, cuya iluminación no este equilibrada, sea excesiva o en su defecto, una iluminación ausente.

Estanterías
Una vez en tienda, es de vital importancia dirigir la atención del cliente a los productos de las estanterías. Por lo tanto, es una de las zonas de tienda donde la iluminación es más relevante y debe ser de gran calidad. 

Probadores
Es un espacio decisivo para la compra, por lo que la luz debe ser favorecedora. Para ello, se utilizan luces en los laterales de los espejos. Este tipo de luz ayuda a reducir las sombras que provocan los focos superiores. También se recomienda que sea una luz cálida, más cómoda. Y, si queremos ahorrar energía, se pueden aplicar sensores de movimiento para que la luz solo se encienda cuando alguien esté en el interior del probador.

Cajas
Se recomienda una iluminación dinámica para hacer más agradable la espera. 

En definitiva, la iluminación en tienda tiene una funcionalidad muy estratégica y va más allá de simplemente iluminar el exterior y el interior del establecimiento. Si estás pensando en una nueva estrategia de iluminación para tu espacio comercial, no dudes contactar con un profesional del sector para que pueda asesorarte. 

Fuentes: lighting.philips.es; caad-design.com; marcelaseggiaro.com; heca-group.com; studioescaparatismo.es; joseluisledesma.com;

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In Retail, as in many other sectors, consumer habits are changing and especially with the rise of e-commerce have been transforming, so it is very important to always keep innovating and looking for a way to stay connected with our audience.

Each company, depending on its objectives, has to reflect on what values it can bring to the consumer and how to differentiate itself.

Shopping experience

Commercial spaces are configured by factors that stimulate the customer’s senses and are transmitted through materials, textures, lighting, etc.

As architect Juhani Pallasmaa says: “We contemplate, touch, listen and measure the world with our entire physical existence. We are in constant dialogue and interaction with the environment.

What is the customer interaction?

Customer interaction refers to all the ways in which customers interact, both physically and online.

Ideally, these interactions should create a positive reaction and build a customer-brand bond.

Companies that focus on customer engagement will focus on value creation rather than revenue creation. In this way, they provide people with something meaningful, beyond a sales pitch. Such as an experience, customer service or real-time interaction that, when executed correctly, will foster loyalty and sales growth.

Why customer participation is important

Today, there are more and more ways to interact with customers.

To drive consumer interaction, brands must actively work to connect with customers at every opportunity. Whatever engagement strategy is employed, it is important to be consistent in crafting messages that are brand-related and appropriate for the target audience. Deliver a consistent experience, in pursuit of trust and engagement.

Create an excellent customer experience

In order to create a superior experience, you must first look at all the ways in which you interact with your customers, whether in a physical shop or digital medium.

It is not only about making the user experience smooth and efficient, but it is also very important that the brand has a unique personality, which invites customers to get to know it and interact with it.

This is where brand awareness comes into play. For some brands, this might mean, for example, sourcing materials from suppliers that support their values and ethics. For others, it might come from the brand’s historical origins. Whatever it is, it is essential to find ways to highlight that authentic character, because before engaging with a brand, the customer needs to be aware that it exists and that it has something relevant to offer.

Monsieur Rose by Philippe Katerine

Le Bon Marché Rive Gauche and

@Coco_Mode_Stephanemoula

What are the ways to build interaction in our shop?

Here are some practical examples of how to create interaction in a commercial space:

• Immersive art: Using artists, designers, architects or sculptors to create immersive and impactful installations. 

• Gamification: The idea of proposing “games” allowing the audience to win prizes or discounts, for example, is a very dynamic and fun way to create interaction.

• Surprising spaces: Deconstructed spaces, innovative furniture, mirrors on the floor, designer chairs with very original shapes. Curious furniture will be an interesting way to surprise customers.

These are just a few examples of interaction that we can give to our commercial space and with a touch of creativity to give it originality and innovation through interactivity. The goal is: to create an unforgettable brand experience. Don’t hesitate to contact an expert who can advise you on your commercial strategy.

Sources: archdaily.com; outbrain.com; modaes.es; caad-design.com; digitalavmagazine.com; youtube.com; joseluisledesma.com

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The term Visual Storytelling refers to the art of telling brand stories with images and visual media.

And if we think of the effectiveness of images as elements that facilitate the creation of persistent memories over time, we will understand the full potential of this approach.

How visual storytelling works?

Visual Storytelling has a huge impact on the perception of businesses; it helps them connect with their customers and at the same time drives sales.

In that sense, the storytelling of these contents can be adapted in many ways; however, there are some basic concepts that we must take into account to create a good strategy. Below, we will review some fundamental steps to tell a successful story:

• Structure: most stories are organized in a very simple way: problem, solution and resolution.
• Simplicity: less is more. We often lose sight of the power of simplicity. A visual story that appeals to the basics will project a strong and clear message, without confusing our audience about what we want to convey.
• Design: there is no need to fill a story with a lot of visual elements, a good design is enough to successfully reach the consumer. 

Where can we use Visual Storytelling?

This technique, for example, allows us to produce extraordinary content for social networks. In addition, the popularity of the most visual platforms, such as Instagram, makes them ideal for visual storytelling.

Visual storytelling is also very powerful for e-commerce. When presenting the products of an online shop, there are different types of images, and each brand must choose the option that best suits its identity and the idea it wants to convey to its audience. 

The Retail world

Consumers evolve with the times, and today more than ever, customers not only want to feel identified with the brand, but they also want to live authentic experiences and get closer to brands that are true to their vision.  Therefore, we can highlight three essential steps for effective visual storytelling in the fashion sector:

• To be loyal and consistent with the brand’s vision

Visual storytelling in fashion works when the brand is consistent and authentic over time, with a message that reflects a complete vision of the brand. 

• Adapting to changing times

It is vital to be relevant in order to achieve effective visual storytelling. Take the example of Dior creative director Maria Grazia Chiuri, who generated incredible media impact in 2019 with the launch of her autumn/winter 2020 collection where models wore T-shirts with the phrase ‘We Should All Be Feminists’, responding to the resurgence of concern for women’s equality and women’s rights.

• Focusing on the consumer

Chiuri managed to be faithful to Christian Dior’s vision by giving voice to the ‘celebration of women’ and responding to a social issue.

The third essential step to a great visual storytelling strategy is to focus on the consumer. Before designing a strategy, ask yourself: What do I want the consumer to feel, and how can I make them feel that way?

The window displays

The benefits of visual storytelling in window displays are several and very important. Among them, we can find:

• Creating empathy 
• Creating emotions
• Connect with the audience
• Humanize the brand

The window display, being the point of physical connection with customers, is the perfect scenario to share a clear, concise and consistent story that is faithful to the brand and with which we can achieve many benefits. 

In conclusion, this technique can be used in different areas of the retail and fashion world.

With a strong storytelling strategy, Visual Storytelling will become one of the most vital techniques for your company. Don’t hesitate to contact a Retail and Visual Merchandising for a professional consultancy.

Sources: fashionunited.es; mkparadise.com; launchmetrics.com; marketinginsiderreview.com; joseluisledesma.com

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We know that the textile industry is one of the most polluting industries, as it generates a large amount of waste.

Sustainable fashion is a very old topic of debate. There are advances, but we have to do better, proposing projects that help achieve profitable sustainability, that encourage investors.

The fashion industry is a sector with numerous processes that have a negative impact on the environment. Among many others, from manufacturing, distribution, marketing, to the management of surpluses.

Did you know that recycling, in many cases, also involves processes that affect the environment? Or that there are products that cannot be recycled due to the mix of materials at source?

And one of the keys to reducing the impact on the environment is undoubtedly to adopt new techniques to optimize and reduce the carbon footprint.

Although in reality, all processes must be reviewed and provided with economic resources, in order to achieve sustainable fashion itself. It is proven that sustainability has a much higher return on investment than other industry models, which are not.

But what is this new trend?

Upcycling is a recent term used to describe techniques that involve the transformation of waste or scrap into new objects of value. It can be used for the creation of: furniture, clothing, textiles, decorative objects, etc. 

This term was coined in 1994, when Reiner Piltz mentioned it in an article by Thorton Kay of Salvo. Also called supra-recycling or creative recycling, it means reusing and improving what you already have.

 Currently, this trend is very popular in the fashion industry, although it is also present in other areas.

Upcycling should not be confused with recycling, since the former has a more artistic and functional function. In any case, the objective is the same: to reuse a material and give it a new life.

In synthesis, the upcycling tries to reuse old or stock garments to give them a second life and to take advantage of the energy spent in their manufacture.

In this approach, no new raw materials are needed and nothing that has already been created is thrown away, which is an important step towards the circular economy and to reduce the environmental impact.

Upcycling and fashion brands

Every year around 70 million tons of clothing are consumed worldwide and in Spain alone, according to the Iberian Textile Recycling Association, around 800,000 tons of textile waste are generated annually. 

If these garments were reused, a large amount of water and resources would be saved and CO2 emissions would be considerably reduced.

Upcycling also proves that sustainability is not incompatible with design, and many companies are adopting this type of trend.

Companies like Nike, which through the Move to Zero project is committed to reducing waste to zero, have managed to turn their own waste into real objects of desire. Like the futuristic Space Hippie sneakers, inspired by life on Mars and, consequently, by the scarcity of resources.

Among other brands dedicated to this trend, we can find:

• BODE. A Woolmark Award finalist, Emily Adams Bode is one of the industry’s up-and-comers, her agender shows at New York Men’s Fashion Week declare a firm commitment to sustainability with collections made from already used fabrics.

• RAVE REVIEW. Josephine Bergqvist and Livia Schück are other pioneers in this field, scouring flea markets, thrift stores or sales to rescue garments and reinvent them. In their atelier in Sweden, they use already depreciated fabrics to design dresses or coats.

• HÔTEL is another great example. When the Ritz in Paris closed its doors for renovation, kilos of curtains, tablecloths and bedspreads were left homeless. Alexandra Hartmann got hold of many of those pieces and uses them as the basis for her collections.

Upcycling is a new way of creating fashion that aims to put an end to the mass production of disposable garments. The concept of upcycling bets for a different and unique fashion, and we hope that this trend is here to stay.

Sources: vogues.es; smoda.elpais; itfashion.com; nike.com, joseluisledesma.com

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But what exactly is Vintage?

Vintage is an English word derived from the French “vendenge” which translates as “old wine” that translated to the fashion world could be interpreted as “love for the past” and represents fashion trends through unique garments and elements from previous eras.

Today, it consists precisely in recovering the pieces of the past to create a contemporary and sustainable style.

The cyclical nature of fashion has always fostered a sense of nostalgia, but beyond reinvention, there are other sentiments that are motivating this look back, such as sustainability.

In some countries, such as the United States, buying and wearing vintage clothing is a trend that has been around for decades, while in Europe it is a relatively new habit that is growing steadily, in fact it is a moving market that is gaining more and more space and followers.

It is important to highlight the benefits that this type of consumption brings to the environment. For example, vintage clothing, apart from reducing the amount of raw materials used by the fashion industry, also helps to reduce the carbon footprint generated by its commercialization and distribution.

According to the Ellen MacArthur Foundation, we use a garment 7 to 10 times before discarding it, and 80 billion items are purchased worldwide each year. Given this situation, promoting a sustainable model applied to fashion seems essential.

If you are interested in the vintage world: here you can find a small guide with a selection of physical and online stores where you can find unique garments.

• Vestiaire Collective: this platform, pioneer of second-hand luxury, with offices in New York, London, Berlin, Milan and Paris, is a community to buy and sell unique second-hand products in the best conditions. It has a permanent catalogue of more than 600,000 products that are joined weekly by thousands of options that previously pass an exhaustive quality and authenticity control by a team of experts.

• Depop: is a 2.0 flea market very appreciated by the Z generation that offers its users the opportunity to buy and sell vintage clothing. It currently has 13 million users in more than 147 countries, including Spain.

• Vintalogy: has different physical stores in Madrid in addition to its online store. They offer a selection of casual style garments as well as some of the most iconic sneakers in history.

• Flamingo Vintage Kilo: is the first boutique in Spain specialized in the sale of unique vintage pieces of North American origin that are sold by weight. In addition to an online store, it has several physical spaces in different cities in Spain.

• Blow by Le Swing: is one of the reference stores of luxury vintage in Barcelona.

• Rokit: is one of the best stores in London to find vintage and retro clothing. It has different physical spaces around the capital, as well as an online store.

• Amore Vintage: in this famous Tokyo store there are about 6,000 products: from iconic collections to limited version pieces. Amore Vintage has consolidated its position as the best destination to find luxury vintage garments from brands such as Chanel, Hermès, Louis Vuitton, Gucci, Fendi, Dior, Prada, Ferragamo and Celine.

• Humana Vintage: is one of the reference of second-hand clothing stores related to the foundation Pueblo para Pueblo, which works with cooperation projects in countries in Africa, South America and Asia. They have different stores in Barcelona, Madrid, Granada, Milan and Turin. They have recently opened a new ‘vintage’ space, with a selection of clothing and accessories from past decades.

Undoubtedly, the Fashion and Retail industry has to look to the past to build a responsible and sustainable future.

Have you decided to try yet a vintage store?

Sources: joseluisledesma.com, ellenmacarthurfoundation.org, lavanguardia.com, telva.com, elle.com, marie-claire.es, vogue.es

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Pero, exactamente ¿qué significa Vintage?

Vintage es una palabra en inglés derivada del francés “vendenge” que se traduce como “vino añejo” que trasladado al mundo de la moda podría interpretarse como “amor por el pasado” y representa las tendencias de moda a través de prendas y elementos únicos de épocas anteriores.

Hoy en día, consiste precisamente en recuperar las piezas del pasado creando un estilo contemporáneo y sostenible.

La naturaleza cíclica de la moda siempre ha fomentado un sentido de nostalgia, pero más allá de la reinvención, hay otros sentimientos que están motivando esta mirada hacia atrás, como la sostenibilidad.

En algunos países, como en Estados Unidos, comprar y utilizar ropa vintage es una tendencia que existe desde ya hace varias décadas mientras en Europa es un hábito relativamente nuevo que no para de crecer, de hecho es un mercado en movimiento que está ganando siempre más espacio y seguidores.

Es importante remarcar los beneficios que aportan al ambiente esta modalidad de consumo. Por ejemplo, la ropa vintage aparte reducir la cantidad de materias primas usadas por la industria de moda también ayuda a disminuir la huella de carbón generada por su comercialización y distribución.

Según la Ellen MacArthur Foundation, utilizamos de 7 a 10 veces una prenda antes de deshacernos de ella y cada año se compran en el mundo 80.000 millones de artículos. Ante esta situación promover un modelo sostenible aplicado a la moda parece imprescindible. 

Si estás interesado en el mundo del vintage: aquí podrás encontrar una pequeña guía con una selección de tiendas físicas y online donde buscar prendas únicas.

• Vestiaire Collective: esta plataforma, pionera del lujo de segunda mano, tiene oficinas en Nueva York, Londres, Berlín, Milán y París es una comunidad para comprar y vender productos únicos de segunda mano en las mejores condiciones. Cuenta con un catálogo permanente de más de 600.000 productos al que se unen semanalmente miles de opciones que previamente pasan un exhaustivo control de calidad y autenticidad por un equipo de expertos. 

• Depop: es un mercadillo 2.0 muy apreciado por la generación Z que ofrece a sus usuarios la oportunidad de comprar y vender ropa vintage. Actualmente cuenta con 13 millones de usuarios en más de 147 países, entre ellos España.

• Vintalogy: cuenta con diferentes tiendas físicas en Madrid además de su tienda online. Ofrecen una selección de prendas de estilo casual además de algunas de las zapatillas de deporte más icónicas de la historia.

• Flamingo Vintage Kilo: es la primera boutique de España especializada en la venta de piezas únicas vintage de origen norteamericano que se venden al peso. Tiene además de una tienda online varios espacios físicos en diferentes ciudades de España.

• Blow by Le Swing: es una de las tiendas referentes del vintage de lujo de la ciudad condal.

• Rokit: es una de las mejores tiendas de Londres para encontrar ropa vintage y retro. Cuenta con diferentes espacios físicos por la capital además de una tienda online.

• Amore Vintage: en esta célebre tienda de Tokio hay alrededor de 6.000 productos: desde colecciones icónicas hasta piezas de versión limitada. Amore Vintage ha consolidado su posición como el mejor destino para encontrar prendas vintage de lujo de marcas como: Chanel, Hermès, Louis Vuitton, Gucci, Fendi, Dior, Prada, Ferragamo y Celine.

• Humana Vintage: es una de las cadenas de referencia de ropa de segunda mano vinculada a la fundación Pueblo para Pueblo que trabaja con proyectos de cooperación en países de África, Sudamérica y Asia. Cuentan con diferentes tiendas en Barcelona, Madrid, Granada, Milan y Turín. Recientemente han abierto un nuevo espacio ‘vintage’, con selección de ropa y accesorios de décadas pasadas.

Sin duda, la industria de la Moda y del Retail tiene que mirar hacia el pasado para construir un futuro responsable y sostenible.

¿Te has animado a probar alguna tienda vintage? 

Fuentes: joseluisledesma.com, ellenmacarthurfoundation.org, lavanguardia.com, telva.com, elle.com, marie-claire.es, vogue.es

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According to a study conducted by Digital News Report, podcasts in Spain are used by 39% of Spanish Internet users, whose purposes are: to inform (45%), educate (31%) and entertain (34%).

In 2020, according to Listen Note, there were 1.7 million podcasts with more than 82 million episodes in more than 100 languages; English being the main language with 900,000 programs, followed by Spanish with 100,000.

The advantages of podcasts are many: you can listen to them wherever you want, while doing other activities, besides it does not require a large investment for the brands that want to produce them, allowing to communicate and tell stories in a simple and direct way.

It is also a very accessible format, you only need a device with an internet connection to access the applications developed for this purpose. Among the most used are iVoox, Apple Podcast and Spotify.

Certainly, this formula for information and entertainment has come to stay.

In the fashion industry there are already many brands that have opted for podcasts. Here is a list of our personal selection.

• Fash-ON Fash-OFF

This i-D podcast, comes direct from London, is indispensable for all those who are passionate about fashion, style and the latest trends. You can get inspired by listening to talk about the designer’s collections and everything you need to know about fashion. You can find it on Spotify or Apple Podcast.

• THE MEMORY OF… With John Galliano.

This celebrated podcast first launched in 2018 and is still very successful.

It’s a journey inside Galliano’s personal atelier where the designer reveals his way of thinking, understanding fashion and about new ways of defining feminine or masculine. “A story usually heard only by those who belong to the fashion circle.” This is how he describes it. Essential to be inspired and learn from one of the most visionary designers in fashion.

• Gucci Podcast

Gucci Podcast is available on Spotify, Soundcloud and Apple Podcast. The topics are varied and very interesting, with guests such as Massimo Bottura, the three Michelin star chef in charge of Gucci Osteria. Each episode focuses on important topics for the brand, such as feminism and the socio-cultural problems that we are living today. You can’t miss it!

• Dressed: The History Of Fashion

This podcast created and hosted by Cassidy Zachary and April Calahan explores the incredible social and cultural history behind the clothes we wear every day. You can find a new episode every Tuesday and Thursday.

• The Collective Podcast

Although is not a fashion-specific podcast, The Collective Podcast offers bi-weekly episodes of entertaining and informative discussions with creative industry leaders from around the world. Created and hosted by designer and director Ash Thorp, it aims to explore the struggles of work/life balance to share the experiences of influential creatives from all walks of media, including designers, illustrators, visual effects artists, writers, painters and programmers. It’s definitely a must-have podcast for all lovers of creativity.

• La moda dice

This podcast directed by the Argentine Eugenia Maurello, a journalist with a postgraduate degree in Sociology of Design, tells us about fashion and its social role, covering topics such as sustainability and diversity.

• Slow Fashion Life

Slow Fashion Life is a bi-weekly podcast that approaches issues of the fashion world but from a perspective of sustainability. Cristina Aparicio, the host of the podcast, spreads sustainable fashion through interviews and stories of different sustainable brands, women entrepreneurs and their experiences with slow fashion reflecting on topics such as sustainable fabrics, the origin of clothing and fashion scene from an ethical perspective.

• Un Podcast de Moda

Un Podcast de Moda de S Moda (El País) is one of the Spanish-language podcasts on fashion par excellence.

The journalists Clara Ferrero and Carlos Megía, tell us about trends, entertainment, analyzing all the looks of the red carpets and the most important events in the fashion world with their direct and simple way of communicating. 

This is our personal selection of the most interesting podcasts of the moment about fashion and design, without a doubt, there are many more creators in this panorama that offer quality content. What are your essential podcasts?

Sources: Digital News Report, Listen Note, Apple Podcast, SModa

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Según un estudio realizado por Digital News Report, el podcast en España es utilizado por el 39% de los internautas españoles, los cuales tienen los como propósito: informarse (45%), formarse (31%) y entretenerse (34%).

En 2020, según Listen Note, existían 1,7 millones de podcasts con más de 82 millones de episodios en más de 100 idiomas; siendo el inglés el idioma principal con 900.000 programas, seguido por el español con 100.0000.

Las ventajas de los podcasts son muchas: puedes escucharlo donde quieras, mientras haces otras actividades y sobre todo no requiere una gran inversión para las marcas que los quieren producir, permitiendo comunicar y contar historias de forma sencilla y directa.

Además es un formato muy accesible, solo necesitas un dispositivo con conexión a internet para acceder a las aplicaciones desarrolladas a propósito. Entre las más utilizadas tenemos iVoox, Apple Podcast y Spotify.

Sin duda, esta fórmula de informarse y entretenerse ha llegado para quedarse.

En la industria de la moda ya son muchas las marcas que han apostado por los podcasts. A continuación os dejamos un listado de nuestra selección personal de podcast en ingles y español.

• Fash-ON Fash-OFF

Este podcast de i-D, directamente desde Londres, es indispensable para todos los apasionados de moda, estilo y de las últimas tendencias. Puedes inspirarte escuchando hablar sobre las colecciones de los diseñadores y todo lo que necesitas saber sobre moda. Puedes encontrarlo en Spotify o en Apple Podcast.

• THE MEMORY OF… With John Galliano.

Este célebre podcast en inglés lanzado por primera vez en 2018 sigue teniendo mucho éxito.

Es un viaje a dentro el atelier personal de Galliano donde el diseñador revela su manera de pensar, entender la moda y sobre las nuevas maneras de definir lo femenino o masculino. “Una historia usualmente escuchada solo por aquellos que pertenecen al círculo de la moda.” Así lo describe. Imprescindible para dejarse inspirar y aprender de uno de los diseñadores más visionarios de la moda.

• Gucci Podcast

Gucci Podcast está disponible en Spotify, Soundcloud y Apple Podcast. Los temas son variados y muy interesantes, además cuenta con invitados como Massimo Bottura, el chef de tres estrellas Michelin a cargo de Gucci Osteria. Cada episodio aborda temas importantes para la marca como por ejemplo el feminismo y los problemas socioculturales que se viven al día de hoy. ¡No te lo puedes perder!

• Dressed: The History Of Fashion

Este podcast creado y presentado por Cassidy Zachary y April Calahan explora la increíblemente historia social y cultural detrás de la ropa que usamos cada día. Puedes encontrar un nuevo episodio todos los martes y jueves.

• The Collective Podcast

Aunque no se trate de un podcast específico sobre moda, The Collective Podcast ofrece episodios quincenales de debates entretenidos e informativos con líderes de la industria creativa de todo el mundo. Creado y presentado por el diseñador y director Ash Thorp, su objetivo es explorar las luchas del equilibrio trabajo  y vida diaria para compartir las experiencias de creativos influyentes de todos los ámbitos de los medios, incluidos diseñadores, ilustradores, artistas de efectos visuales, escritores, pintores y programadores. Sin duda es un podcast indispensable para todos los amantes de la creatividad y del diseño.

• La moda dice

Este podcast dirigido por la argentina Eugenia Maurello, periodista con Posgrado en Sociología del Diseño nos cuenta sobre la moda y su rol social tocando temas como la sostenibilidad y la diversidad.

• Slow Fashion Life

Slow Fashion Life es un podcast quincenal que aborda los asuntos del mundo de la moda desde una perspectiva de la sostenibilidad. Cristina Aparicio, la host del podcast, difunde la moda sostenible por medio de entrevistas e historias a distintas marcas sostenibles, mujeres emprendedoras reflexionando sobre temas como tejidos sostenibles, el origen de la ropa y la moda vista desde una perspectiva ética.

• Un podcast de moda

Un Podcast de Moda de S Moda (El País) es uno de los podcasts en castellano sobre moda por excelencia. Las periodistas Clara Ferrero y Carlos Megía, nos cuentan sobre tendencias, entretenimiento analizando todos los looks de las alfombras rojas y de los eventos más importantes del mundo de la moda con su manera de comunicar directa y sencilla. 

Este es nuestra selección personal de los podcasts más interesantes del momento sobre moda y diseño, sin duda, hay muchos más creadores en este panorama que ofrecen contenido de calidad. ¿Cuáles son tus podcasts imprescindibles?

Fuentes: Digital News Report, Listen Note, Apple Podcast, SModa

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De esta manera podemos explicar y estudiar el comportamiento de los consumidores durante su proceso de compra.

Sus origines remontan al año 2002, cuando el profesor holandés de Marketing, Ale Smidts (Premio Nobel en Economía) introdujo el término “neuromarketing”.

Según el autor, el neuromarketing consiste en las técnicas de investigación de los mecanismos cerebrales en la mente, es decir, el subconsciente del consumidor, para descubrir cómo las marcas pueden  mejorar sus estrategias de marketing.

Gracias a esta disciplina podemos averiguar a qué estímulos las personas prestan más atención y a cuáles no para consolidar estrategias de ventas y acciones de marketing más enfocadas a nuestro público.

Tipos de neuromarketing

Existen diferentes tipologias de neuromarketing:

• Auditivo: es el que se centra en el sentido del oído para conseguir sus objetivos. Se usa sobre todo en recursos sonoros como la música.
• Visual: es el que se basa en el sentido de la vista y estudia cómo reacciona un consumidor al ver un producto.
• Kinestésico: es el que se basa en el tacto, gusto y el olfato. Tiene un potencial increíblemente alto, ya que puede llegar a aumentar el deseo del consumidor al recibir cierto estímulo.

Neuromarketing y moda

Las posibilidades que el neuromarketing aplicado ofrece al sector de la moda y del retail son casi ilimitadas. 

Cuando un consumidor entra en una tienda, todos sus sentidos, desde el gusto hasta el tacto, se activan, y tienen un impacto sobre cómo se comporta. 

Analizar constantemente las técnicas para optimizar la conversión de los productos de una marca basados sobre el comportamiento del cliente en el proceso de compra es fundamental también para garantizar una experiencia satisfactoria. 

Una de las técnicas más aplicadas de neuromarketing en las tiendas física es la aromatización: el poder de los olores. Esta técnica consiste en utilizar un olor agradable y reconocible en todo el espacio de venta que incrementa los niveles emocionales de los clientes.

Se trata de activar todos los sentidos de los clientes generando estímulos capaces de aportar anclajes emocionales que beneficien al negocio.

Otra de las herramientas clave para crear sensaciones de manera subliminal es la iluminación. Una luz fría se recomienda para iluminar artículos brillantes. En cambio, la luz cálida invita a pasar.

Los tonos y las vibraciones de la música también pueden causar emociones como euforia o tranquilidad y condicionar la manera en la que el consumidor se comporta en la tienda. En el primer caso, sirve para motivar la compra por impulso; en el segundo, se utiliza para alargar el tiempo de permanencia en la tienda.

En el sector de la moda, los colores del visual merchandising son fundamentales, porque interactúan con los colores de los propios productos expuestos. Se recomienda, por ejemplo, utilizar colores neutros que no afecta a la percepción de los tonos de las prendas y causan una sensación de tranquilidad que invita a pasear por la tienda y pasar más tiempo en ella.

El neuromarketing no es solo una herramienta poderosa para el espacio físico sino también para el punto de venta offline. Podemos, de hecho, medir el impacto en el cliente del punto de venta online analizando su experiencia y la información que le motiva.

Tener un mayor conocimiento de los estímulos que afectan a las personas y cómo los afectan, es una apuesta continua para muchas empresas. Ese conocimiento más profundo garantizará la creación de productos y experiencias hechos a medida para los clientes.

Tener un profesional con experiencia y las capacidades para aplicar estos conceptos en tu estrategia de mercado será fundamental para lograr gran resultados y fidelizar los consumidores.

Fuentes: aenene.org, www.nmsba.com, moda.es

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– “Once they invited me to a party and I decided to make a dress with feathers, sewn one by one, and it attracted so much attention, people asked me so much about it, where it was from, At that moment I thought that I could make a mini-collection”. – That is how Teresa Helbig, relates how she started in the fashion world. She began her path as a visual window display designer for many shops in Barcelona until she found her true vocation as fashion designer.

The firm Helbig was born in 1996, initiated by Teresa and her talented mother, Teresa Blasco, a professional seamstress and dressmaker who, from an early age, encouraged her daughter’s curiosity and passion for this field. Two generations of women who have worked together to create one of the most experienced brands in Spain.

In fact, with more than 24 years of presence in the fashion world, today, the Catalan designer is a benchmark to draw inspiration.

The Helbig Girls

The garments of this firm are recognized for their uniqueness, in fact, all of them are hand made to the last detail and stand out for their beauty and elegance. The Helbig style has been defined as timeless, fresh, romantic, feminine, sophisticated style with a provocative and punk touch.

For that reason, actresses and many national and international personalities, have been lucky to wear a Helbig dress, among them: Olivia Wilde, Úrsula Corberó, Inma Cuesta, Rosalía, Macarena Gómez, Amaia Romero, Taylor Swift, Gwen Stefani, Zendaya, Saoirse Ronan and Halle Berry. Teresa defines the Helbig woman as rebellious, independent, curious and hard-working.

The designer has always shown her great passion for his profession and from the beginning she has been a pioneer in several aspects, for instance, she was one of the first designers to dare with fashion films and from the beginning she has sold her designs just after the runway.

The importance of teamwork

At the head of the business, next to Teresa, along with Teresa Blasco, is also her husband: Chema Paré. The Helbigs have their atelier, studio and showroom in Barcelona, in a modernist building from 1905 located in the Eixample neighborhood. They have an indispensable team of 20 people: dressmakers, pattern designers, assistants, photographers, florists, shoemakers, jewelers, artisans, graphic designers and journalists, among others, together they create ready-to-wear, sewing and bridal collections. Teresa affirms that her atelier is, above all, home.

“All my team is irreplaceable and I don’t know how I would do it if they weren’t a few meters beyond my design table” – Teresa Helbig.

There is no doubt that the success of her brilliant career is due to his creativity, hard work and the love for this profession, however the cornerstone for this and any other project lies in the importance of teamwork.

“Being a fashion designer has never been an easy job. There are all the hours of the world, and with very unromantic parts: production, numbers, logistics, shipping. Sometimes fashion is like an Excel, sometimes you have to make an extra effort so this tedious part take doesn’t take away your passion or energy for the other part, the beautiful one, the creative one, the one to take the fabric and the mannequin and start dreaming “- Teresa Helbig.

Without any doubt, Teresa Helbig will continue to inspire us with many more projects and innovative ideas.

A constant professional who loves his trade, doing it every day with creativity and passion, undoubtedly she has the necessary talent to create successful projects, being consequently a source of inspiration for many other people. In any field, especially in the fashion industry, teamwork, defined leadership, and having specialists in each area who have tools based on emotional intelligence are essential. Also, is crucial that the interests of all people involved must be aligned with the interests of the project, since only in this way, the success of the project will be assured.

Sources:

teresahelbig.com/es

www.marie-claire.es

www.vogue.es/moda/

www.instagram.com/teresahelbig/

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What exactly is Emotional Intelligence?

According to the definition provided by Daniel Goleman, “Emotional Intelligence is the ability to know our own feelings and those of others, to motivate ourselves and to manage emotions well, in ourselves and in our relationships.” That is, the ability to understand, perceive, manage and use the emotions in a positive and successful way.

EI and professional development

Although emotional intelligence skills can be applied in many situations, it is especially important to use emotional intelligence at work, as any professional relationship is influenced by our emotions.

Knowledge and practice of emotional intelligence as a professional is the key to promoting any type of strategy, achieving success in the objectives and consolidating satisfactory relationships, both with coworkers and with clients.

“The effect of selling” is not enough, it is necessary to convey emotions, experiences, sensations and identify with the values and priorities of the client in order to add added value, offer a positive experience.
The development of personal and social skills increases the productivity and benefits of any project at all levels, especially in the area of Retail.

What are these competencies?

The American psychologist Daniel Goleman, points out five competencies that are encompassed within emotional intelligence. These are:

1. Self-awareness, a capacity that allows us to detect and understand our emotions and their impact on the emotional state of other people. In addition to knowing our resources and intuitions.
2. Self-regulation, this ability allows us to control our resources, feelings and impulses to adapt emotionally to changing situations.
3. Motivation refers to the emotional trend that guides us to successfully achieve our goals.
4. Empathy is awareness of the feelings and concerns of others. A skill necessary to adequately respond to and understand other people’s emotions. This competition allows us to anticipate and adapt to the needs of our clients, to better understand our colleagues.
5. Socialization, which allows establishing optimal and meaningful relationships with other individuals through persuasion, inspiration and negotiation. It is essential to be able to work with others towards a common goal and to learn to resolve conflicts. It also encompasses different skills, such as leadership or social intuition.

These qualities are increasingly in demand in companies. Within an organization, emotional intelligence is beneficial in increasing the level of job satisfaction, better leadership, reducing stress, and fighting mobbing.

It allows us to become aware of our emotions and those of others, to tolerate pressures and frustrations, thus increasing the ability to work as a team. For these reasons, more and more companies have decided to bet on emotional intelligence by training their team and managers.

“For better or worse, intelligence can come to nothing when the emotions hold sway.”

Daniel Goleman, Emotional Intelligence

We must remember that a good leader, in addition to having knowledge and experience, must also work on their soft skills if they want to improve the performance of their projects.

In order to apply all the techniques necessary to achieve the objectives of a company or a project and enhance its efficiency, it is essential to count with the professional figure of Project Manager with training in Emotional Intelligence.

Source: Emotional Intelligence by Daniel Goleman

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El 2019, sin duda, ha sido un año muy importante para la Moda, marcado principalmente por movimientos como la sostenibilidad, la inclusión y el empoderamiento femenino. Pero, ¿qué podemos esperar para este 2020? 

Aquí os contamos algunas de las tendencias que marcarán el 2020:

Space Era

Una de las tendencias de este 2020 será el futurismo que llevará consigo tejidos holográficos y colecciones de inspiración espacial y sobrenatural. La ciencia ficción será fuente de inspiración a la hora de crear texturas que van desde lo orgánico hasta lo puramente industrial. Todo eso, surge paralelamente a la preparación para el lanzamiento de cuatro misiones a Marte, la fase de pruebas del cohete reutilizable Space X y una nueva generación de naves espaciales con tripulación humana.

(Fuente Lyst)

Hiperrealidad

Paisajes oníricos, psicológicos y psicodélicos serán la inspiración para colecciones donde moda y tecnología se encuentran. Las prendas de punto circular simbolizan el futuro, mientras las superficies iridiscentes son un guiño a lo digital. Ciencia, digital y tecnología serán los protagonistas en las tendencias 2020.

(Fuente WGNS y Pinkermoda)

Moda y política

La moda puede ser una poderosa herramienta de comunicación, siempre ha ocupado un lugar importante en los cambios sociales y ha sido un fiel reflejo de las divergencias políticas, de los estilos urbanos y culturales reivindicativos. Por ejemplo, las corbatas del candidato demócrata a la presidencia de EE. UU., Tom Steyer, ya han sido objeto de búsquedas y tuits en su país, y con las elecciones de EE. UU. a la vuelta de la esquina, sin duda, nos esperamos más estilismos con mensajes políticos en 2020.  

(Fuente LYST)

Feminismo y feminidad 

En la colección de primavera-verano 2020 de Chloé se ha celebrado la mujer con el mantra de “feminidad anclada en la realidad”. El empoderamiento femenino y el movimiento feminista se trasladan en el 2020 con colecciones que identifican más a la mujer, su rol y su poder. Las tendencias parecen alejarse de la estética andrógina para abrir espacio a sastrería, minimalismo, prendas románticas y naïf.

(Fuente Vogue)

Pantone Color del Año

En una época en que la tecnología sigue por delante de la capacidad humana de procesarlo todo, Pantone ha mostrado la necesidad de colores que desprenden honestidad y protección. De hecho, así será el color del 2020 que sustituirá el “Living Coral” de 2019. Hablamos del 19-4052 Classic Blue, la tonalidad que, este año, será la referencia en muchos campos creativos. Se trata de un azul atemporal que destaca por su elegancia y infunde calma, confianza y conexión. El Classic Blue es un azul reflexivo que fomenta la resiliencia.

(Fuente Pantone)

Experiencias inmersivas

La tecnología está cambiando la forma en que cada industria se mueve. Siempre mas empresas utilizan nuevas tecnologías para crear experiencias inmersivas para sus clientes. Es el caso de la realidad virtual y aumentada, que serán unas de las tendencias 2020, con las cuales podremos experimentar la exploración virtual de productos, tiendas o hasta la posibilidad de probar prendas.

(Fuente Forbes)

Impresión 3D

El 2020 será, también, la época de despegue de las impresoras 3D, de las que se dice constituirán la próxima revolución tecnológica. Según las previsiones de la consultora Context, el mercado alcanzará un volumen de facturación de 16.000 millones de dólares.  En el mundo del Retail y del Visual Merchandising, nosotros apostamos por el fin de la era de los mannequins blancos y sin rasgos que serán sustituidos por mannequins impresos en 3D, personalizados por temporada según cada marca.

Mantenerse al paso con las tendencias y seguir innovando puede ser complicado, por ello, es importante contar con los profesionales del sector que puedan guiarte en este proceso. Si buscas innovar tu imagen y tus escaparates, siguiendo las tendencias 2020, no dudes en descubrir mis servicios. 

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In response to fast fashion bad habits, in the last decades the world of Fashion and Retail has started a sustainable revolution.

Slow fashion seeks to reduce pollution, use sustainable raw materials, recycle, optimize designs to avoid waste and provide the necessary guarantees to producers and workers.

In addition, sustainable fashion is committed to a circular economy, applying new design and production model so garments can be recycled.

The pioneers of the sustainable revolution

The efforts to move towards a more eco-friendly fashion model can be seen in prestigious names, which were the pioneers of this movement, such as Vivienne Westwood (featured blog photo) or Stella McCartney. Two of the personalities most committed to embrace a sustainable attitude.

Vivienne Westwood has been collaborating since 2010 with the Ethical Fashion Initiative to promote activism and achieve social improvements in developing countries.

Stella McCartney, with their collections made from recycled materials, showed us that ethical fashion is possible and totally necessary. She’s being a milestone for the sustainable fashion industry.

With the launch of the Fashion Industry Charter for Climate Action in 2018, the textile sector has taken another significant step to address climate change.

The agreement signed by brands like Adidas, Burberry, Esprit, Guess, Gap Inc. Hugo Boss, H&M Group, Inditex, Kering Group, Levi Strauss & Co., Puma SE, Target, has set the goal of reducing emissions by 30% in 2030 and stop producing them completely in 2050.

In fact, there are many luxury names that have already decided to show that it’s not necessary to exploit the planet for the creation of their collections. 

Some of the biggest fashion brands like, Armani, Gucci, Ralph Lauren, Tommy Hilfiger and Hugo Boss, among others, have already renounced the use of animal leather.

Meanwhile, brands from the LVMH group, such as Louis Vuitton, Dior, Celine or Fendi have focused mainly on packaging, which has already been reduced up to 60%.

Creating and maintaining a balance between production and respect for the Planet is possible.

The concept of sustainable and respectful fashion cannot exist without more responsible consumption habits in order to become consumers who don’t aspire to buy more, but buy better.

Sustainable Window Displays

If we talk about sustainable fashion we also talk about sustainable design, fundamental for the creation of projects that meet the needing of customers, without compromising the Planet.

The most important thing we can do as professionals of Window Display & Visual Merchandising sector is to create designs in a responsible manner keeping in mind the social and environmental impact that involves, always looking for the highest quality materials. Being sustainable doesn’t mean giving up style.

It’s necessary to propose new ways to use products and materials with which we can create impactful spaces. Materials such as reclaimed wood, ecological or recycled wood, recycled plastic, types of metals such as aluminium (non-toxic and 100% recyclable) types of cardboard, fabrics or the use of 3D printers can be great allies to create very attractive and sustainable windows displays.

Fashion brands and decoration factories that adopted a sustainable model could at least double the long-term benefits in comparison with those that are not.

In fact, among other measures, the decoration factories would include a free collection service of the decoration used by the clients for their recycling, the use of non-harmful materials, the optimization in the design process to produce the indispensable elements, packaging control and production planning.

One of main functions as a Visual Merchandising professionals is to seek and find solutions for the challenges currently presented by the world of Fashion and Retail.

As professionals of Window Display and Visual Merchandising, it’s essential to have the technical knowledge of products in order to carry out an eco-design and guide our clients to maintain a sustainable approach.

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