Aug 10, 2019 | By Luke Tebbutt
If you were to set a timeline in Uruguay’s fashion history, it could be measured as the time before MoWeek and then the significant impact to the burgeoning industry that we saw after MoWeek, the local fashion week. Created in 2010, MoWeek takes place twice a year and functions as a platform for Uruguayan designers to showcase and sell their collections in both fashion shows and showrooms. Still, a long way to go in terms of professionalisation, MoWeek is taking its first steps in the right direction and the last edition, which took place this month in Montevideo, proved that Uruguay has a lot to offer when it comes to fashion design. Following the top five Uruguayan designers I already introduced on this blog earlier this year, here’s a line-up of fresh new names to that list:
Pastiche takes the title of Uruguay’s coolest brand, hands down. Created by sisters Florencia and Lucia Ottonello, Pastiche’s designs are distinctive for their originality and modernity combining leather, denim and prints. Pastiche’s SS 2017 collection takes denim to a whole new level playing with the classic jean pants and converting them into dresses and tops. This season they also collaborated with artist Antonio Carrau to create modern prints for their new swimwear line, perfectly fitting the brand’s modern aesthetics.
The brand created by Loreley Turielle in 2002 has become a synonym of designer lingerie in Uruguay. Srta Peel is known for its beautiful, feminine and timeless pieces, always taking it to the next level by creating different lines like maternity, nightwear and swimwear. This is why Srta Peel was chosen to create a special collection for MoWeek’s seasonal campaign, which also walked down the runway closing the event in an amazing fashion show inspired by synchronized swimmers.
With only a little over one year in business, Savia is definitely a brand to keep an eye on both locally and internationally. Helena Betolaza and Paula Vignolo are the two young women behind Savia, a brand that focuses on sustainable clothes made by linen, cotton and leather with a minimal approach. This time, Savia’s latest collection walked the runway in a fashion show that paid tribute to nature in both the setting and styling, resulting in looks that are perfect for women of all ages.
Rotunda has to be one of Uruguay’s most impressive cases of success. A brand that started in 2013, Rotunda has quickly become a force to be reckoned with among the country’s fashion industry with lines that ranges from ready-to-wear to bags, shoes and sunglasses. The brand’s point of difference is its outstanding communications with ultra cool social media channels and incredible campaigns courtesy of local photographer Brian Ojeda, that could easily compete with those on the international market.
Emiliana Goncalves and Tavo Garcia
Since the beginning, MoWeek has given new designers the chance to showcase their collections. This season Emiliana Goncalves and Tavo Garcia, two former winners of Lumina (a local design contest organized by Punta Carretas Shopping), had the chance to present their latest collections sponsored by CDU (Uruguay’s chamber of design). At only 23-years-old, Emiliana introduced her brand, Rhoda, a personal project characterized for an austere and elegant aesthetic.
On the other hand, Tavo, a self-taught independent designer, showed his third collection: taking jellyfishes as inspiration, the designs are unisex and transformable. Despite their young age, these two are for sure destined to great things.
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