Albergue Transitorio 2013
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I met Julia and Renata when they dressed my sister on her wedding 13 years ago, four years later in 2005 I had the opportunity to interview the sisters for the first time for an article; I remember clearly while we were chatting listening Starsailor’s album Silence is Easy, Renata and I revealed to each other how good we thought it was. That day the conversation focused on the story of these designers who started their professional career at their home garage designing and confectioning dresses. Many years have passed since their beginning, and today they are recognized as great talented Mexican reference in the fashion industry worldwide.
I had yet again the opportunity to talk with them, this time about their recent project Albergue Transitorio 2013, which could be “translated” in English as Transitory Exhibition; they define it as an “ephemeral showing of fashion, jewelry, complements and objects created by Mexican authors”, this space adds one more contribution to their efforts developing Mexican talent.
Besides talking about this event, I asked them about their brand development strategy and so I CASED them! They explain their brand style is “based on research and experiment, considering mistake as a stylistic possibility”, and I just loved the way they describe how they do cool- hunting for inspiration:
“We do it all the time and everywhere, with our eyes and senses wide open”.
Julia and Renata’s mission goes beyond working on their brand growth, which they define “as a creative exercise in constant dialog with excellence, intellectual defiance and ingenuity”. In the beginning they didn’t have clarity on that woman who’d wear their designs, though they affirm “the target has been built along the way; in our attempt to disassociate from conventional taste, and our intention to take to the street timeless, smart and long-lasting pieces, certain audience began to identify with us organically”.
Albergue Transitorio 2013 is hosted at their showroom located in a very beautiful house in Guadalajara with an architectural style from the 50’s, which enables a decorative mix of modern with vintage touches. At the main entrance we find the hall
where the artisanal candies by Castaña & Marron are exhibit next to the tea sets by Leticia Saenz Tea Sommelier, behind these we find Benjamin Rios chic purses. Going into the house we discover clothing racks with Valadez, Paola Hernández, Trista and Alfredo Martinez collections, which reminds me of the couple of dresses by Alfredo Martinez I wanted to take them with me… (deep sigh); we also see the modern furniture by Goyo Estudio made in wood and blue translucent materials, and I highlight the very interesting set by Yakampot who caught my eye instantly, without hearing the story I could clearly interpret the inspiration on Mexico’s southwest that results in an astonishing ethnic-Mexican chic style collection; all this while La Roma Records is heard on the vintage record player.
Each product deserves to be promoted by its quality and in most of the cases, its concept and design proposal; these are brands that can be associated with Julia and Renata who seek to transmit “Invention, Experimentation and Risk”. To justify the connection of these values with the brands exhibited at Albergue Transitorio 2013 the Franco sisters say “we identify with brands of cult that come to the light as a secret well kept, their followers feel attracted to them the for their independent and transgressor sense”, reason why Julia and Renata bet on them and welcome them at their home, it’s a sign of their believe that in Mexico there are talented designers who reflect on their pieces world class talent and creativity.
This event that marketing would consider as “special” is an example I share to give explanation on the relevance of all actions that recognize the importance of the one-on- one interaction with the consumer. It’s in this kind of events where the sum of the location, the details, the deco, the ambient, and of course the product are crucial so in this direct contact between the customer and the creator, trust and loyalty are generated, understanding that the main goal goes further than just exhibiting the product, what’s important it’s that the sale happens.
So if you are in Guadalajara and you enjoy discovering new designers you should go to the exhibition, I personally recommend it.
See Julia and Renata’s work at their official site.