Fashion is such an intricate part of how we express ourselves, as seen by the way we dress, through our society as well as different cultures. For as long as I can remember, I have been enthralled by this concept and the role it plays in identifying who we are on both an individual and collective level. Thus, it is this passion that led me to study Fashion Design. While at college, I realized that sewing and constructing garments was not how I wanted to contribute to the fashion community. Yet, I fell in love with the graphic and merchandising aspects of fashion because of the direct relationship between the brand and the consumer.
Last summer, I had the opportunity to internship with a very renown international advertising company, McCann Erickson. Our client was Ripley Corp, a retail brand leading the fashion retail in South America. I learned various aspects on how a fashion campaign is created, including styling, makeup, hairstyle, magazine
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Although both countries are located in South America, their diverse cultures have influenced me in such a way that I am able to understand and appreciate the fashion industry through a new perspective, especially in Peru where it is more prominent. Due to that in these countries independent designers have their own space , customers are able to acknowledge them not only locally, but internationally as well. There is a synergy between the materials used and the creativity provided by the brand, making it seem more organic. I was so impressed by this relationship and the importance of emerging designers that I decided to bring forth a change and help empower creative industries in my own country. There are numerous entities that should be recognized for what they contribute, but yet unfortunately they do not have the outlet to do so