Fashion Peach

By Catalina Castillo.

In Colombia, more than half of women diagnosed with cervical cancer die from it. Of the 4,742 new cases of cervical cancer that occur annually in Colombia, 2,490 die.  (Globocan 2020) It is a disease that can be prevented, hence an important proposal in the participation of the designer Alexandra Bueno in Colombiamoda. She tells us about her inspiration that is born from a social problem, surrounded by taboo and misinformation.

The poetic line in the middle of a controversial, painful, and silent theme was in charge of the writer Lucía Mercado Brun:

«THORNS FULL OF LIFE, MAKE US STRONG

THE FLUTE OF HOPE SOUNDS

SPRING ANNOUNCEMENT

WE FEEL THE HEAT

LIFE BEATS AGAIN

WE OPEN OURSELVES TO THE SUN

WE BLOOMING TO TAKE CARE OF THE GARDEN

Alexandra Bueno tells us about her presentation in Colombiamoda and her creative process.

Why «Bloom»?  Tell us a little more about your creative proposal that you will present today in Colombiamoda.

This proposal came surprisingly to my life, when they told me about the initiative: to make this collection together with La Liga Colombiana Contra el Cáncer, for the prevention of cervical cancer, I thought it was very nice because of the social intention that exists behind the creative proposal and to send a social message through fashion, It’s important. «Blooming”, is born from the social problems that exist around the disease, there is not much talk about this, there is a lot of taboo, it is a disease that can be prevented, that is the main message of my collection: despite everything we have the possibility of preventing cervical cancer.

It is a collection where you will see many topics related to the disease, but taken to the commercial, profitable, and sustainable. You will see many masculine details within the composition of the garments, this because it is a virus that not only harms the woman, but it also involves the man directly.

It is important to understand that men and women are directly involved with the virus, it is everyone’s job and responsibility to take care of ourselves. The color palette is pastel, there are very feminine silhouettes with the constant mixture of textures and interesting materials.

«My creative process is linked to my artisanal influences. I try to involve artisanal techniques within my collections, closer and closer to what characterizes me as an individual, to print that personal aesthetic»

How has your evolution as a designer been?

At first, I shot everywhere, I did everything everyone did, but then I decided to have a consultancy. I really like the whole universe of crafts, I grew up with this influence, I like to include manual work in my creative process, I always keep it in mind. I am passionate about Street Style, I really like to see what is being used in the streets and what is in trend and transform it to my version, to what I like and combine it with artisanal techniques.  My creative process is linked to my artisanal influences. I try to involve artisanal techniques within my collections, closer and closer to what characterizes me as an individual, to print that personal aesthetic.

What did you study, why this inclination towards fashion design?

I studied industrial design at the University of Tadeo, before starting to study I have always had a deep interest in all branches of design: graphic and industrial, in fact, at the university I delved into graphic design. All my life I have grown up with design and fashion influences, an example is my mom, she is a fashion designer, she worked all my life with Expo Artesanías de Colombia, I grew up surrounded by this whole world and many times I helped her in the fairs and thus aroused in me a great interest in crafts. Since I was a child, I have liked dressing, playing with accessories, I grew up in this environment; I saw my mom painting figurines, working with fabrics. When I finished my studies, I thought about what society imposes on you, right? one must do what he studied, I started working with a line of home accessories, but I realized that what I am most passionate about is fashion.  After two years I dedicated myself 100% to create my brand, I released my first collection of women’s clothing. I’ve been at this for 10 years.

«Becoming commercial is one of the most complex challenges when you’re very creative… Many times, the artistic is not the commercial»

What have been the challenges you faced when you wanted to consolidate your brand?

A challenge for me has been to make that genuinely artistic side commercial, becoming commercial is one of the most complex challenges when one is very creative. Many times, the artistic is not the commercial and this has to give you to live, it has been a very nice learning.

On the other hand, opening a company in our country is very hard, entrepreneurship is a titanic task; create a legal company, incorporate it. In the fashion sector – it is a difficult industry – we have great teachers, designers who stomp abroad, with very defined proposals, they have opened the doors to other designers that we started so far.   Sometimes they stigmatize us with a specific style, as I am empirical, it has cost me a lot to detach myself from that behavior, for example, tropical ethyl, it is not bad, but having a DNA that characterizes you, is very difficult, it is a great goal that I proposed, bring a different proposal, find my voice, identity, not look so much like what was being seen everywhere,  It was a big challenge to get out of that tropical stigma.

Staying in the industry is not easy. There are businesses that appear and do not last long because there is no consistency in the collections, in the permanence, maintaining is hard.

What do you advise those small designers who are starting to create a company, how to define their identity?

 I would advise them to start with a business plan, before creating a DNA. A business plan is the first thing one must do, see the target audience, who it will be aimed at, without the above the focus is lost, a clear vision is lost, from the above you can build a DNA with a more solid base. On the other hand, the personal taste of the designer is closely linked to the construction of DNA, what you like as a designer, express your voice.

How many people are part of your team?

People will think that I have a very large work team, but no, we are four women, a business administrator, a person in charge of production, a person in charge of inventory and logistics.  Human resources, accounting, foreign trade, website development, I have them outsourced. Today we have a lot of difficulty creating a company in Colombia, having these resources is a relief, we also have satellite workshops where all the production is executed. We are many people, but we do not all work directly.

How has the process of making yourself known in foreign markets been?

It all started in 2018, one of my goals has been to export, I have met many people on this road, I went out to showrooms: New York was the first time, then I had the opportunity to participate in the Vogue Show in Paris in 2019. In March 2020 I met a person in Paris, nowadays he helps me with international sales. We made a strategy to show two large collections in New York and open market in the United States. Last year was my first time in Paris with my Resort collection, it has been a very nice experience, I like to go to fashion weeks to nurture, network, it is a unique experience because it gives me very interesting feedback, many times they are constructive criticisms that help me grow, to improve the brand.