Autor: Dani Vilalta

  • ¿Qué es Burning Man?

    ¿Qué es Burning Man?

    Cuentan sus seguidores que intentar explicar lo que es y significa Burning Man (hombre quemado) a alguien que nunca ha estado en este evento; es un poco como intentar definir a un ciego un color en particular, hay que vivirlo.

    La historia del primer Burning Man empieza en 1986 en una pequeña playa de San Francisco donde tras la fiesta se quemó una construcción gigante con forma de hombre y de ahí quedó el nombre. Con el tiempo se ha convertido en una semana al año dónde si no la traes tú no existe la electricidad, no vale el dinero… sólo el intercambio; en una auténtica y bulliciosa ciudad construida con tiendas de campaña o motorhomes… en el Black Rock Desert (Nevada), y habitada por más de 50.000 personas a día de hoy.

    [dt_fancy_image image_id=»1021″ width=»»]
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    Asistir a Burning Man es viajar hasta el desierto para involucrarse y formar parte de una comunidad experimental que pone a prueba a sus miembros para expresarse y depender de sí mismos, a un nivel que no sería posible encontrar en nuestra vida cotidiana. El resultado de este experimento es Negro Rock City, sede del evento “Burning Man”.

    Cada participante debe decidir cómo va a aportar y lo que va a dar a esta comunidad. El evento tiene lugar en un antiguo lecho pantanoso conocido como “La playa”, que una vez concluido y los voluntarios han vuelto a sus vidas; a veces casi un mes después de que el evento ha terminado, no queda ni rastro de la ciudad que fue por un corto periodo de tiempo, la más poblada de todo el condado.

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    El arte es una parte inevitable de esta experiencia, de hecho parte principal de la experiencia que Larry Harvey creó como fundador del proyecto “Burning Man” (Hombre en llamas). Lanza un tema diferente cada año, para fomentar un vínculo común y ayudar a vincular la contribución de cada individuo de una manera significativa. Los participantes son animados a encontrar en ellos mismos una manera de ayudar a que el tema cobre vida; ya sea a través de música, instalaciones de arte a gran escala, móviles personalizados, regalos para intercambiar, disfraces, o cualquier cosa que atraiga en consecuencia.

    El impacto de la experiencia de Burning Man es tan profundo, que se ha creado una verdadera cultura a su alrededor. Esta cultura sobrepasa los límites de Burning Man, con miles de voluntarios; tantos que ha llevado a la gente agruparse en todo el país y fuera de él, en un intento por reavivar ese sentimiento mágico que sólo formar parte de esta comunidad puede ofrecer. Comunidad, participación, libre expresión, amor libre, autonomía, principios que son el alma de la experiencia the Burning Man.

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    Chu Uroz: es Concept designer, Presidente de la organización ModaFAD, Director Artístico, alguien conocido en el sector creativo de Barcelona y ha estado en Burning Man. Con él reviviremos; aunque sólo sea un poco, una experiencia realmente auténtica.

    H – ¿Introdúcenos en “Burning Man” por favor, de qué va esto?

    C – Burning Man es un festival motivado por una comunidad, con un tema nuevo cada año, organizado por campamentos temáticos en torno a un tema… es “el festival”.

    ¿Cómo se vive en tiendas de campaña, sin luz, sin gas, sin dinero… entre tanta gente?

    C – Bueno, eso depende de cómo te lo montes; pero hay que ir bien preparado. La comida te la traes tú, aunque siempre hay intercambio entre campamentos. Algunos vienen desde Canadá con un cochecito customizado y otros que vienen desde NY en motorhomes dignos de una Celebrity de Hollywood. Se necesita un año entero para prepararlo; pero el festival en sí está muy bien montado.

    ¿Qué quiere decir “ir bien preparado”?

    C – Indispensable traer un camel-pack con agua, gafas anti-ventisca y máscara para no sufrir tanto durante las constantes tormentas de arena. En mi grupo fuimos en un motorhome totalmente equipado con botas de vino (regalo de 24kilates), barbacoa, reserva de comida, limoncello casero y tequila añejo edición especial para regalar a nuestros vecinos. Indispensable también traer bicicleta para moverse por el desierto.

    ¿Qué ofrece la organización, hay que pagar algo?

    C – 300 dólares y el último día reparten atún para todos traído desde la costa Californiana.

    Dura una semana, explica cómo transcurre un día, por ejemplo…?

    C – Si es tu primera vez, al llegar tienes que tocar el gong de iniciación. Luego todos los “Burners”, que es como se les conoce a los asistentes del festival; construyen su propio campamento con todos los miembros de su comunidad. El día transcurre explorando otros campamentos para situarse en “La playa” y por la tarde después de la puesta de Sol comienzan las “raves”, performances, deportes tipo skate con vela, etc.

    ¿Y por la noche?

    C – Empieza el mundo lumínico! Autocares, construcciones y todo tipo de móviles gigantes llenos de luces, leds… y siempre con equipos de sonido y puro fuego generado por el gas propano. De hecho la organización recomienda que también costumices tu bicicleta con luces para circular de noche.

    Con más de 50000 asistentes, conocerás a mucha gente… Pero si no hay electricidad, ni cobertura… ¿cómo contactas con ellos durante la semana?

    C – Esa es parte de la magia. Buscas referencias en cada área, pero es casi imposible. Y si conoces a alguien que te interesa, más vale que lo atrapes, porque o te encuentras luego por sorpresa o no lo volverás a ver más…

    ¿Quién puede participar?

    C – Todo el mundo puede ser un Burner, siempre y cuando encajes con los valores y requisitos mínimos de la Comunidad. Es decir, predisposición, conciencia, limpieza, amor…

    Y cada nueva edición, un tema diferente… ¿Cuál fue el de este año?

    C – Metrópolis de Fritz Lang.

    ¿Qué forma tenía la construcción que quemaron?

    C – El muñeco de un hombre como cada año, porque es el símbolo de “Burning Man”; pero más estructurado y con elementos lumínicos, homenaje a Fritz Lang.

    Dicen que cuando vuelves a casa después de vivir un “Burning Man”, vuelves diferente… ¿te ocurrió lo mismo?

    C – Existe el camino el camino de Santiago, pero lo contemporáneo es ir al Burning Man.

    Crees que Burning Man influencia de alguna manera el mundo de la moda?

    C – Sí. De hecho hay una serie de complementos tipo brazaletes-bolsillo; que están basados en el origen hippy de los 60 y se ha incorporado en el estilo californiano gracias a la influencia del Burning Man.

    A parte de ti, conoces a alguien relacionado con el mundo de la moda que haya asistido a Burning Man?

    C – Sí, Custo por ejemplo, es ya un Burner con experiencia.

    ¿Qué es lo más increíble que viviste o viste allí?

    C – El Campamento Ashtram-galactica, que era como un Hotel cinco estrellas pero en el desierto. Organizó un concurso strip-tease ambientado a lo Fritz Lang donde sorteaban 5 suites tipo chill-out mientras cantaban. Cuando todo el mundo pensaba que era un Milli Vanilli, se apagó el generador y empezó realmente el espectáculo que se tornó en un especie de musical a capella a lo Jesucristo Superstar, con juegos de luces… el mejor club posible en todo el desierto de Nevada.

    Para acabar… ¿repetirías?
    C – Claro… pero creando un artefacto estilo Chu.

    Descubre más sobre Burning Man 2019 aquí.

  • What is Burning Man?

    What is Burning Man?

    Fans of Burning Man say that -trying to explain what Burning Man is to someone who has never been in this event it’s a bit like trying to define a particular color to a blind person-. You have to experience it.

    The history of the first Burning Man began in 1986 on a small beach in San Francisco where, after the party, a giant construction with a man’s shape was burned and from there the name was left. Over time it has become a week where, if you do not bring your own electricity you just can’t pay for it with money, only exchange is accepted in this authentic and bustling city built with tents or hand-made motor homes in the Black Rock Desert (Nevada), and inhabited by more than 50,000 people until today.

    [dt_fancy_image image_id=»1021″ width=»»]
    [dt_fancy_image image_id=»1097″ width=»»]

    Attending Burning Man means traveling to the desert to get involved and be part of an experimental community that tests its members to express themselves and depend on themselves, at a level that would not be possible to find in our daily lives. The result of this experiment is Black Rock City, venue of the “Burning Man” event.

    Each participant must decide how they will contribute and what they will give to this community. The event takes place in an ancient marshy bed known as “The beach”, which once concluded and the volunteers have returned to their lives; sometimes almost a month after the event is over, there is no trace of the city that was for a short period of time, the most populated of the entire county.

    [dt_fancy_image image_id=»1096″ width=»»]
    [dt_fancy_image image_id=»1098″ width=»»]

    Art is an inevitable part of this experience, in fact, is a main part of the experience that Larry Harvey created as the founder of the Burning Man project. Each year launches a different theme to foster a common bond and help link the contribution of each individual in a meaningful way. Participants are encouraged to find in themselves a way to help the theme come to life; whether through music, large-scale art installations, customized motorhomes, gifts to exchange, costumes, or anything that attracts them accordingly.

    The impact of Burning Man’s experience is so profound that a true culture has been created around it. This culture surpasses the limits of Burning Man, with thousands of volunteers; so many that it has led people to gather throughout the country and outside of it, in an attempt to rekindle that magical feeling that only being part of this community can offer: community, participation, free expression, free love, autonomy, all principles that are the soul of the Burning Manexperience.

    [dt_fancy_image image_id=»1104″ width=»»]
    [dt_fancy_image image_id=»1103″ width=»»]

    Discover what’s next for Burning Man 2019 here.

  • What is Burning Man?

    What is Burning Man?

    Fans of Burning Man say that -trying to explain what Burning Man is to someone who has never been in this event it’s a bit like trying to define a particular color to a blind person-. You have to experience it.

    The history of the first Burning Man began in 1986 on a small beach in San Francisco where, after the party, a giant construction with a man’s shape was burned and from there the name was left. Over time it has become a week where, if you do not bring your own electricity you just can’t pay for it with money, only exchange is accepted in this authentic and bustling city built with tents or hand-made motor homes in the Black Rock Desert (Nevada), and inhabited by more than 50,000 people until today.

    [dt_fancy_image image_id=»1021″ width=»»]
    [dt_fancy_image image_id=»1097″ width=»»]

    Attending Burning Man means traveling to the desert to get involved and be part of an experimental community that tests its members to express themselves and depend on themselves, at a level that would not be possible to find in our daily lives. The result of this experiment is Black Rock City, venue of the “Burning Man” event.

    Each participant must decide how they will contribute and what they will give to this community. The event takes place in an ancient marshy bed known as “The beach”, which once concluded and the volunteers have returned to their lives; sometimes almost a month after the event is over, there is no trace of the city that was for a short period of time, the most populated of the entire county.

    [dt_fancy_image image_id=»1096″ width=»»]
    [dt_fancy_image image_id=»1098″ width=»»]

    Art is an inevitable part of this experience, in fact, is a main part of the experience that Larry Harvey created as the founder of the Burning Man project. Each year launches a different theme to foster a common bond and help link the contribution of each individual in a meaningful way. Participants are encouraged to find in themselves a way to help the theme come to life; whether through music, large-scale art installations, customized motorhomes, gifts to exchange, costumes, or anything that attracts them accordingly.

    The impact of Burning Man’s experience is so profound that a true culture has been created around it. This culture surpasses the limits of Burning Man, with thousands of volunteers; so many that it has led people to gather throughout the country and outside of it, in an attempt to rekindle that magical feeling that only being part of this community can offer: community, participation, free expression, free love, autonomy, all principles that are the soul of the Burning Man experience.

    [dt_fancy_image image_id=»1104″ width=»»]
    [dt_fancy_image image_id=»1103″ width=»»]

    Discover what’s next for Burning Man 2019 here.

  • La marca de gafas que todos quieren llevar

    La marca de gafas que todos quieren llevar

    OH MY EYES -mencionada ya en las páginas de la prestigiosa revista de moda Vogue- es una marca de gafas de lujo nacida recientemente en Estocolmo e inspirada en el modernismo escandinavo. Cada par de gafas está hecho a mano en Sabae, Japón, donde comenzó la producción japonesa de gafas hace más de 100 años, y están fabricadas con el mejor titanio japonés disponible y el acetato de celulosa italiano, a base de algodón y madera.

    [dt_fancy_image image_id=»938″ width=»» height=»440″]
    [dt_fancy_image image_id=»55371″ width=»» height=»440″]

    Renowned italian eyewear designer Marco Galleani -who has previously worked for fashion houses such as Yves Saint Laurent, Gucci, Prada, Balenciaga and Miu Miu-, has been the one to interpreted the Scandinavian modernism into the first OH MY EYES collection of unique frames, consisting of six unisex models in two colour combinations each.

    Every time you get an OH MY EYES sunglasses, you get a wearable piece of art that will be given to you in a beautiful white storage box. Inside you will find a sustainably handmade leather case made from chrome-free vegetable tanned leather in a family-run workshop in Målerås, Sweden. It will age with beauty. The included cleaning cloth is environmentally friendly and made to last.

    [dt_fancy_image image_id=»939″ width=»»]

    And if you are one of the first 200 people to buy any of their models, you will find the X marked inside the temple that certifies that you have received an exclusive edition. But wait, did you notice a little extra something in the box? OH MY EYES has also collaborated with Danish beauty brand NUORI that makes freshly blended skincare, so that is why you will also find a Vital Eye Cream inside that will help protect your oh so beautiful eyes!

    [dt_fancy_image image_id=»55374″ width=»»]
    [dt_fancy_image image_id=»55376″ width=»»]

    But that’s not all! We have interviewed the Journalist, trend analyst at Sprillo & co-founder of OH MY EYES Jonna Dagliden Hunt, to know more about the brand:

    How did you start the brand? We are four friends (me and my husband Christopher and Anna-Karin and her husband David) who met three years ago in Stockholm after returning from London. We didn’t know of each other, but soon after being introduced we started talking about launching a brand together. Christopher had a cherished pair that he dropped to the bottom of the sea on the Swedish west coast after a not so successful boat docking. After thinking they were gone, they suddenly reappeared a week later. My sister had hired a local diver to catch them etc. So long story short… This made him think about eyewear and the fact that there are not that many Swedish luxury eyewear brands around. Adding all our skills together in the team, we came up with the idea of launching a luxury eyewear brand that we called OH MY EYES.

    How did you choose the name? Everyone had to bring a list with 5-10 potential names and in the end we all agreed that Christopher’s selection OH MY EYES really captured the essence of the brand that we wanted to launch. We wanted some humour in it.

    Who is your ideal target? The OH MY EYES customer is curious and value quality over quantity, uniqueness over mass appeal and transparency over impersonal branding. Regardless of age, they love exploring unique concept stores where they find curated fashion, accessories, art and food.

    What makes OH MY EYES sunglasses to be luxury & unique? Having an outstanding product is no longer enough, so we have carefully thought about strategies to capture audience’s attention and ultimately impact to their buying decision through added value, apart from the excellent products we offer. This includes the surprise eye cream from Danish skincare brand Nuori that every customer receives in the packaging.

    How do you choose the models wearing your sunglasses on Instagram? We often do street casting. Stockholm is full of interesting characters. This includes 87-year-old Ingela who lives in her own apartment in the Östermalm area in Stockholm just to give you an example…

    Tell me more about the “In the eyes of” section on your website: OH MY EYES offer added value through a dedicated online magazine “In the eyes of” on our website where we portray interesting people and places as well as our collaborations. We love to see our sunglasses on interesting people, that way they come to life. Check our super cool art collector Björn Wetterling or of course CoolHuntingLab’s founder Clara De Nadal Trias with whom we have create a Trendsetter’s Guide of her hometown Barcelona.

    Get a -10% discount for your OH MY EYES sunglasses by using the code: COOLHUNTINGLAB on its online shop.

  • The sunglasses brand that everyone wants to wear

    The sunglasses brand that everyone wants to wear

    OH MY EYES -already spotted in the pages of the greatest Vogue Magazine- is a recently born luxury eyewear brand from Stockholm inspired by Scandinavian modernism.

    Each frame is handmade in Sabae, Japan, which is where Japanese eyewear production started more than 100 years ago. They are made using the best available Japanese titanium and Italian cellulose acetate, based on cotton and wood.

    [dt_fancy_image image_id=»938″ width=»» height=»440″]
    [dt_fancy_image image_id=»55371″ width=»» height=»440″]

    Renowned italian eyewear designer Marco Galleani -who has previously worked for fashion houses such as Yves Saint Laurent, Gucci, Prada, Balenciaga and Miu Miu-, has been the one to interpreted the Scandinavian modernism into the first OH MY EYES collection of unique frames, consisting of six unisex models in two colour combinations each.

    Every time you get an OH MY EYES sunglasses, you get a wearable piece of art that will be given to you in a beautiful white storage box. Inside you will find a sustainably handmade leather case made from chrome-free vegetable tanned leather in a family-run workshop in Målerås, Sweden. It will age with beauty. The included cleaning cloth is environmentally friendly and made to last.

    [dt_fancy_image image_id=»939″ width=»»]

    And if you are one of the first 200 people to buy any of their models, you will find the X marked inside the temple that certifies that you have received an exclusive edition. But wait, did you notice a little extra something in the box? OH MY EYES has also collaborated with Danish beauty brand NUORI that makes freshly blended skincare, so that is why you will also find a Vital Eye Cream inside that will help protect your oh so beautiful eyes!

    [dt_fancy_image image_id=»55374″ width=»»]
    [dt_fancy_image image_id=»55376″ width=»»]

    But that’s not all! We have interviewed the Journalist, trend analyst at Sprillo & co-founder of OH MY EYES Jonna Dagliden Hunt, to know more about the brand:

    How did you start the brand? We are four friends (me and my husband Christopher and Anna-Karin and her husband David) who met three years ago in Stockholm after returning from London. We didn’t know of each other, but soon after being introduced we started talking about launching a brand together. Christopher had a cherished pair that he dropped to the bottom of the sea on the Swedish west coast after a not so successful boat docking. After thinking they were gone, they suddenly reappeared a week later. My sister had hired a local diver to catch them etc. So long story short… This made him think about eyewear and the fact that there are not that many Swedish luxury eyewear brands around. Adding all our skills together in the team, we came up with the idea of launching a luxury eyewear brand that we called OH MY EYES.

    How did you choose the name? Everyone had to bring a list with 5-10 potential names and in the end we all agreed that Christopher’s selection OH MY EYES really captured the essence of the brand that we wanted to launch. We wanted some humour in it.

    Who is your ideal target? The OH MY EYES customer is curious and value quality over quantity, uniqueness over mass appeal and transparency over impersonal branding. Regardless of age, they love exploring unique concept stores where they find curated fashion, accessories, art and food.

    What makes OH MY EYES sunglasses to be luxury & unique? Having an outstanding product is no longer enough, so we have carefully thought about strategies to capture audience’s attention and ultimately impact to their buying decision through added value, apart from the excellent products we offer. This includes the surprise eye cream from Danish skincare brand Nuori that every customer receives in the packaging.

    How do you choose the models wearing your sunglasses on Instagram? We often do street casting. Stockholm is full of interesting characters. This includes 87-year-old Ingela who lives in her own apartment in the Östermalm area in Stockholm just to give you an example…

    Tell me more about the “In the eyes of” section on your website: OH MY EYES offer added value through a dedicated online magazine “In the eyes of” on our website where we portray interesting people and places as well as our collaborations. We love to see our sunglasses on interesting people, that way they come to life. Check our super cool art collector Björn Wetterling or of course CoolHuntingLab’s founder Clara De Nadal Trias with whom we have create a Trendsetter’s Guide of her hometown Barcelona.

    Get a -10% discount for your OH MY EYES sunglasses by using the code: COOLHUNTINGLAB on its online shop.

  • The sunglasses brand that everyone wants to wear

    The sunglasses brand that everyone wants to wear

    OH MY EYES -mencionada ya en las páginas de la prestigiosa revista de moda Vogue- es una marca de gafas de lujo nacida recientemente en Estocolmo e inspirada en el modernismo escandinavo. Cada par de gafas está hecho a mano en Sabae, Japón, donde comenzó la producción japonesa de gafas hace más de 100 años, y están fabricadas con el mejor titanio japonés disponible y el acetato de celulosa italiano, a base de algodón y madera.

    [dt_fancy_image image_id=»938″ width=»» height=»440″]
    [dt_fancy_image image_id=»55371″ width=»» height=»440″]

    Renowned italian eyewear designer Marco Galleani -who has previously worked for fashion houses such as Yves Saint Laurent, Gucci, Prada, Balenciaga and Miu Miu-, has been the one to interpreted the Scandinavian modernism into the first OH MY EYES collection of unique frames, consisting of six unisex models in two colour combinations each.

    Every time you get an OH MY EYES sunglasses, you get a wearable piece of art that will be given to you in a beautiful white storage box. Inside you will find a sustainably handmade leather case made from chrome-free vegetable tanned leather in a family-run workshop in Målerås, Sweden. It will age with beauty. The included cleaning cloth is environmentally friendly and made to last.

    [dt_fancy_image image_id=»939″ width=»»]

    And if you are one of the first 200 people to buy any of their models, you will find the X marked inside the temple that certifies that you have received an exclusive edition. But wait, did you notice a little extra something in the box? OH MY EYES has also collaborated with Danish beauty brand NUORI that makes freshly blended skincare, so that is why you will also find a Vital Eye Cream inside that will help protect your oh so beautiful eyes!

    [dt_fancy_image image_id=»55374″ width=»»]
    [dt_fancy_image image_id=»55376″ width=»»]

    But that’s not all! We have interviewed the Journalist, trend analyst at Sprillo & co-founder of OH MY EYES Jonna Dagliden Hunt, to know more about the brand:

    How did you start the brand? We are four friends (me and my husband Christopher and Anna-Karin and her husband David) who met three years ago in Stockholm after returning from London. We didn’t know of each other, but soon after being introduced we started talking about launching a brand together. Christopher had a cherished pair that he dropped to the bottom of the sea on the Swedish west coast after a not so successful boat docking. After thinking they were gone, they suddenly reappeared a week later. My sister had hired a local diver to catch them etc. So long story short… This made him think about eyewear and the fact that there are not that many Swedish luxury eyewear brands around. Adding all our skills together in the team, we came up with the idea of launching a luxury eyewear brand that we called OH MY EYES.

    How did you choose the name? Everyone had to bring a list with 5-10 potential names and in the end we all agreed that Christopher’s selection OH MY EYES really captured the essence of the brand that we wanted to launch. We wanted some humour in it.

    Who is your ideal target? The OH MY EYES customer is curious and value quality over quantity, uniqueness over mass appeal and transparency over impersonal branding. Regardless of age, they love exploring unique concept stores where they find curated fashion, accessories, art and food.

    What makes OH MY EYES sunglasses to be luxury & unique? Having an outstanding product is no longer enough, so we have carefully thought about strategies to capture audience’s attention and ultimately impact to their buying decision through added value, apart from the excellent products we offer. This includes the surprise eye cream from Danish skincare brand Nuori that every customer receives in the packaging.

    How do you choose the models wearing your sunglasses on Instagram? We often do street casting. Stockholm is full of interesting characters. This includes 87-year-old Ingela who lives in her own apartment in the Östermalm area in Stockholm just to give you an example…

    Tell me more about the “In the eyes of” section on your website: OH MY EYES offer added value through a dedicated online magazine “In the eyes of” on our website where we portray interesting people and places as well as our collaborations. We love to see our sunglasses on interesting people, that way they come to life. Check our super cool art collector Björn Wetterling or of course CoolHuntingLab’s founder Clara De Nadal Trias with whom we have create a Trendsetter’s Guide of her hometown Barcelona.

    Get a -10% discount for your OH MY EYES sunglasses by using the code: COOLHUNTINGLAB on its online shop.

  • Las pieles animales versus el Veganismo en la era Millennial

    Las pieles animales versus el Veganismo en la era Millennial

    La piel ha sido desde siempre el material más controvertido en la moda. Mientras que algunos ven el uso de pieles animales como la encarnación de la crueldad, otros lo consideran el material más elegante del mundo.

    Lo cierto es que la piel animal siempre ha desempeñado un papel importante en la historia humana; siendo el primer material que proporcionó a los humanos calor y protección contra la dureza de la naturaleza, y en el antiguo Egipto era un símbolo de estatus y riqueza. De hecho, los reyes y reinas europeos aprobaron leyes para reservar el derecho a usar pieles preciosas solo para la nobleza, por lo que las pieles acabaron convirtiéndose en un símbolo de estatus más que en un medio de protección.

    Más tarde, y sobre todo con el auge de las estrellas de Hollywood y las mujeres objeto a principios del siglo XX, el uso de pieles se convirtió finalmente en un símbolo de extravagancia y riqueza; y esto no comenzó a cambiar hasta la década de los 70 cuando empezaron a aumentar las protestas contra el abuso de animales y la crueldad en la producción de pieles. Estas protestas alcanzaron su punto álgido en los años 90, cuando conocidas súper modelos como Naomi Campbell posaron desnudas para la revista de PETA con el lema: “Prefiero ir desnuda antes que usar pieles”. Pero lo cierto es que tanto Naomi Campbell como otras muchas estrellas no tardaron en olvidarse de lo dicho, y muy pronto volvieron a usar y posar con pieles.

    [dt_fancy_image image_id=»1189″ width=»»]

    En general, casi podríamos decir que el mundo se olvidó de la existencia de las pieles desde finales de los 90, lo que disminuyó los movimientos de protesta y le dio tiempo a la industria peletera para recuperarse del golpe que había sufrido anteriormente.

    Finalmente en 2010 se pudo observar un renacimiento de la piel en la moda, y en 2015 la piel protagonizó más del 70% de los desfiles de moda sobre todo en Milán, Nueva York y Londres a la vez que reconocidos naturistas como el argentino Claudio Bertonatti afirmaba: “el veganismo no ocasiona muertes directas, pero lo que los veganos comen (y muchos no saben), implica una serie de procesos en los cultivos en donde los animales terminan igualmente afectados de diferentes maneras.” El debate está servido.

    Hoy en día pocos meses después del inicio del 2018, el tema del veganismo está creando otra vez un gran impacto con respecto al uso de las pieles y la protección de animales. Lo cierto es que muchas firmas están virando hacia ese lado: pongamos como ejemplo a una de las diseñadoras de moda precursoras de la era moderna en este tema Stella McCartney, que desde la fundación de su firma en 2001 no emplea tejido alguno de procedencia animal y ha hecho furor con sus zapatos y complementos fabricados con piel de piña. O el reciente anuncio de la casa de alta costura Versace: “usar pieles “No es moderno”, ya que dejará de usar pieles animales en sus diseños, uniéndose de esta manera a Gucci, Michael Kors, Calvin Klein, Armani, Ralph Lauren, Tommy Hilfiger o Jimmy Choo entre otros, que también han renunciado a este material.

    De cara a las marcas de moda, este cambio de paradigma puede traducirse en algo tremendamente positivo si saben aprovecharlo y si tenemos en cuenta hasta qué punto los Millennials valoran el compromiso social de sus empresas favoritas. Tal y como corroboró la consultoría Deloitte a Vogue.es, “la generación Millenial es sin duda la más ética hasta la fecha, y la moda siempre ha tratado de tendencias y emociones; de anticipar los deseos del consumidor”.

    Entonces, ¿si conseguimos que el consumidor se sienta identificado con los valores de una marca -porque en realidad son los suyos-, y tenemos en cuenta las nuevas tendencias y los constantes cambios de la sociedad, conseguiremos ofrecerle exactamente lo que quiere aunque él aún no sepa que lo necesita?. Piénsalo. Puede que ahí esté la clave del éxito.

  • Animal skin versus Veganism in the Millennial era

    Animal skin versus Veganism in the Millennial era

    Animal skin has always been the most controversial material in fashion. While some people see the use of animal skins as the embodiment of cruelty, others consider it the most elegant material in the world.

    Truth is that animal skin has always played an important role in human history; being the first material that gave humans heat and protection against the harshness of nature, and in ancient Egypt was a symbol of status and wealth. In fact, the European kings and queens created laws to preserve the right to use precious skins only for nobility, so the skins ended up becoming a status symbol rather than protection.

    Later, and especially with the rise of Hollywood stars and women being used as sex-objects in the early twentieth century, the use of furs eventually became a symbol of extravagance and wealth; and this did not begin to change until the 70s when protests against animal cruelty and abuse began to increase. These protests reached their peak in the 90s, when well-known super models like Naomi Campbell posed nude for the PETA magazine with the slogan: “I prefer to go nude before using skins”. But the truth is that both Naomi Campbell and many other stars soon forgot what was said, and very soon they went back to using and posing with furs.

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    In general, we could almost say that the world forgot about the existence of skins until the late 1990s, which saw diminished the protest movements and gave the fur industry time to recover from the blow it had previously suffered.

    Finally in 2010 it was possible to observe a rebirth of the skin and leather industry in fashion, and in 2015 animal skin featured more than 70% of the fashion shows, especially in Milan, New York and London, as well as renowned naturists such as the Argentine Claudio Bertonatti said: “veganism does not cause direct deaths, but what vegans eat (and many do not know), involves a series of processes in crops where animals end up equally affected in many different ways.” The debate is served.

    Today the issue of veganism is again creating a great impact to the animal skin industry and the protection of animals. Truth is many firms are turning sides. Let’s take as an example one of the precursors of the modern era in this issue Stella McCartney who, -since the founding of her firm in 2001- she does not use any fabric with an animal origin and she has made a fuss with her shoes and accessories full made with pineapple skin. Same story with the recent announcement of Versace couture house “the use of animal skin it’s not modern anymore”, which will stop using this material in their designs and follows the same path of Gucci, Michael Kors, Calvin Klein, Armani, Ralph Lauren, Tommy Hilfiger or Jimmy Choo, which are all now fur-free.

    For fashion brands, this shift of paradigm can be translated into something extremely positive if they know how to take advantage of it and consider to what extent Millennials value the social commitment of their favorite companies. As the consultancy Deloitte corroborated Vogue.es, “Millenial generation is undoubtedly the most ethical to date, and fashion has always been about trends and emotions, to anticipate consumer desires.”

    So if we make consumers to feel identified with the values of a brand and we take into account new trends and society changes, will we be able to offer them exactly what they want even before they know they want it? Think about it. Maybe that is the key to success.

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