Love different: Desigual between art and fashion

Giulia Pacciardi · 1 month ago

When we talk about Art Basel we are talking about one of the most important events related to the art market, where numerous galleries from all over the world exhibit works belonging to the great names of modern art to those of emerging artists of the latest generation.
Since 2002, the Basel Fair has also had its own winter edition, which takes place, however, in the sunny and dynamic Miami Beach, which, for the occasion, dedicates each of its corners to the big event, making the city an exhibition of living art. 

In this very setting, Desigual, the Spanish brand that last June twisted all its rules to the cry of “Consistently Incoherent“, presented its new collections with the help of two young eclectic artists, Miranda Makaroff and Carlota Guerrero, and celebrated with the first party signed by Elrow’art that we lived alongside the Spanish artist Okuda San Miguel, one of the minds. 

The 4 days spent in Miami with Desigual were a continuum of fashion, art and creativity, which began with the presentation of the new collaboration with the Catalan artist Miranda Makaroff.

Miranda loves Desigual, PE 2020

With the cold of Milan still in our mind, we are catapulted into the iconic Hotel Nautilus by Arlo, where Miranda has welcomed us into her world of nature and sensuality.
Her capsule collection, conceived by the artist in Ibiza and inspired by nature, sex, women and freedom, was on display in a poolside room.
All elements that Miranda lives and that she manages to translate first on paper and then on her clothes.
On the other side of the temporary showroom, another work by the young Catalan woman, the sculpture “.avE“, stood out proudly.
The same sculpture that she had already exhibited in Madrid in 2018, a gigantic reproduction of a vagina in which, once inside, it was possible to admire a statue representing a group of women intent on giving each other pleasure. 

Our journey continues and, with him, the discovery of Desigual’s new claim “Love Different” and the 2020 collection through one of the most universal symbols in the world, the kiss.

The “Love Different Show”, Carlota Guerrero

Another tour of a new showroom, this time on a terrace, this time to admire the best of the 2020 collection of the Barcelona brand to prepare for the big show, which we only know is directed by the Catalan artist Carlota Guerrero.
We go down the stairs, we don’t know what to expect but, certainly not what Desigual will actually make us live.
We wear white overalls, we enter a large room at The Temple House, one of the most emblematic Art Deco spaces in the city, and we are faced with an imposing sculpture with a woman and a man.
The lights are dimmed and the show begins, one after the other, with almost animal-like movements, 30 people enter, all different from each other.
First, they lie on the sculpture, then they unite in pairs or trios, kiss, undress and remain completely naked, dancing one on top of the other while they caress and kiss each other provocatively, sensually.
A delicate and at the same time raw, true performance, that leaves a mix of sensations that no one expected to experience. 

Not even time to see the lights regain possession of the hall, which The Temple House turns into a festive hall, headed by The Black Madonna and the animations of Mau Morgo.

But this is not the only party to which we are invited that evening, to wait for us there is also the street artist of Santander Okuda San Miguel for his party, powered by Desigual, which is the protagonist along with the internationally renowned DJ Paco Osuna.

With Okuda, before Elrow’art Miami Kaos Garden, we exchanged some jokes about his work, starting from the beginning until the next projects in which he is the protagonist. 

Our interview with Okuda San Miguel

How and when did you start working in street art?
I started in 1996 in Santander, I did my first building in the small city where I was born, then I moved to Madrid in 2000 where I still live and where I have my big studio.
I started with street art but then I studied Fine Arts and in 2004, at University, I started working on sculptures with plastic and rocks.

Can you tell us a bit about your creative process and how it changes from street art to sculpture and photography?
It depends on the media I’m using because if I have to work on a sculpture I need my designers and my 3D builders, but when I’m working on a building I never do sketches, I prefer to draw directly on the wall with my brush.
When I do photography I try to bring out my icons and my characters from the paintings, translating them to reality. That’s why I use a lot of colorful tapes, animal masks that I do by myself, a lot of fabrics I buy when I travel, from Japan, Africa, Tahiti, Mexico, and those fabrics are the same that I use for my embroideries. 

You are very into fashion, in this regard, what is your relationship with a brand like Desigual?
I have the perfect relationship with them, because of what we just said! I think they are a collage of multiculturality, just like my art.
I feel very comfortable with them because with my art you can totally create some of their clothes because there are many different patterns at the same time, it’s like a mix between super digital painting and traditional patterns.

Well, just to let you know, I’m very impressed with your outfit!
Well, I did it but myself with the help of one of my designer but, for now, we don’t produce them. Even if we have in mind to do something, of course with Desigual.

Your clothes and your artworks are very colorful, can you talk a bit about the role of color in your art??
I think my paintings and my colors are my psychology, and I try to represent that of other people as well.
I feel good when I see people feel something different, special when they see my art.
Yesterday I was visiting a school here in Miami, 600 kids that worked for months on my art and they went crazy when they saw me, it was super emotional for me.
This is why I do art, the most important thing for me is how art can inspire and change the world, people.
Of those 600 children, only 100 stopped to talk to me, to ask me some questions, and they weren’t the best in mathematics or science but maybe they will be artists in the future.
Not all the kids have to be a piece of the system, of course, they have to be whatever they want, but they can also be an artist.
Education is important, it can change the world and do big things.

About big things, can you tell us everything about this amazing project with Desigual?
Yes, for sure, Elrow art!
I think that is super important that the first step of our project is happening here in Miami during Art Basel, because at Amnesia, in Ibiza, we just presented the project.
This is a mix of electronic music, curated by Paco Osuna, and art. I took care of all the artistic side, I created al the inflatables, all the sculptures, all the fabrics that cover the entire place, the confetti. I designed all that you can see here, all the people who come to the party will be able to enter my brain for a few hours. It is like a kaleidoscopic dream.

The next Elrow’art party is in New York, right? Where you’re also painting the facade of the Desigual store.
Yes, in fact, I have to go back to New York because I have to finish my first big collaboration with Desigual, I’m painting the facade of the shop on Sixth Avenue.

Are you also working on other special projects right now?
Yes, I’m working on the next edition of the Burning Man, an event that I love, on a sunglass collection, on my solo exhibition in Milano for the next year, on a lot of big sculptures for different cities such as Seattle and Hong Kong, and a lot of other things with Desigual as well.
So stay tuned.

Love different: Desigual between art and fashion
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Love different: Desigual between art and fashion
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