May 26, 2017 | By WGSN Insider
Oct 25, 2016
By WGSN Insider
Every now and then a brand comes along with an idea so simple and brilliant that instantly makes an impact. That’s the case with Atelier Crump, a Colombian-based brand focusing on reinventing an old-time basic piece: the tailored suit for women. Diana Crump, who previously worked for Hermès in Paris, is the brain and talent behind the brand, which has already caught the eye of Colombia’s first lady María Clemencia de Santos, numerous bloggers and Vogue Mexico’s editor-in-chief Kelly Talamas.
But Atelier Crump is much more than just fashion, it has a conscious purpose to empower and change the role of women in Colombia and the rest of Latin America. I caught up with Diana to talk about the concept of the brand, her inspirations and how she plans to conquer the international market:
Why did you start Atelier Crump?
Ever since I was in university in Paris I knew I wanted to have my own business, but first I needed to gain some work experience. The project itself was born in 2014 when I went back to Colombia after eight years living abroad. I had a background in menswear design at Hermès, so it was natural for me to start with tailoring for men, as it was what I knew how to do and enjoyed it. However, I quickly realised that I was more into tailoring for me than for the men I dressed and that was how the brand evolved into contemporary tailoring for women.
How would you define the Crump woman?
The Crump woman wants to embody a new type of Latina, a new femininity, whose sex appeal is less evident than the voluptuous Latina. She is inspired by the freedom of menswear dressing codes but wants to feel feminine and empowered through vivid colors and floral prints. Her goal is getting the classic elegance from menswear tailoring and infusing it with an easy, cool and modern take. She is sophisticated and not complicated, mixing masculine and feminine, tradition and modernity.
What inspires you?
I’m inspired about changing the role of women in Latin America, empowering her and rethinking the standards of Latin sensuality in Colombia. I’m also inspired by gender issues and obviously menswear. Colombia’s nature, botanics and the Caribbean aesthetic nurture my work as well as old textiles.
What does the tailored suit represent to you?
I think that in those gender and empowerment issues that inspire me, the suit plays a key role. I see it as the most elegant and timeless basic garment in modern Western culture. I love that it’s a neutral piece, unisex and also is significant for so many reasons. It has obvious connotations like virility and power, but at the same time is a functional and comfortable piece that liberated women from corsets and dresses.
Why did you choose Colombia to establish your brand?
I’m half Colombian and half French, so it was natural for me to establish my brand in either of those countries. Consciously I chose Colombia because I wanted to have an impact in people’s mentality throughout my work. In Colombia and Latin America in general there’s still a culture in which women’s position is dictated by the image that a man has of her. For me, fashion should liberate us as women, be a way for us to express our identity, be empowered and attractive avoiding the machismo that is so present in our Latin culture.
Do you have any plans to expand internationally?
For the moment my priority is to structure and strengthen my business and production in Colombia, but obviously I’m interested in the international market. Recently I’ve started selling in Cooperativa Shop, an online shop that intends to position Latin-American talent in the United States and the world. In the future I would like to enter into the European market, especially in France.
Get to know the Atelier Crump brand’s social media here.
Like this? Follow the author Augusta Adriasola on Twitter here.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.