Villanueva del Rosario now proudly stands at the forefront of fashion along with Milan, Paris and New York. In March 2022 the village’s first fashion week took place, which brought together all the important people of fashion from Andalusia and Southern Spain.
The show was part of my project supervised by RARA Residency, which is run by the artist couple Verónica Ruth Frías and Cyro García. Villanueva del Rosario is a small remote town in the hinterlands of Malaga, in southern Spain. Being a typical Andalusian town, surrounded by endless olive groves and high mountains, Villanueva del Rosario recently has become the perfect retreat for creative professionals – a little Mekka for artists, designers, filmmakers and musicians.
Inspired by the surrounding, the locals and by the extremely bright and shiny fluo-colored fabrics that I got from the local fabrics store, I decided to create an extremely eye-catching exaggerated sportswear collection for sporty Andalusians. To make it even more Spanish, later during the process I added some torero and flamenco elements.
Since, of course, a fashion collection cannot be presented without a fashion show, it was pretty clear that Vva del Rosario must finally have its own fashion event. After the date and the location – the main square Plaza España – were approved by the mayor, there was still a lot to do, just like for any other fashion show: find the prefect models, design the runway and stage, advertise and promote the event, send out invitations, create the sound and of course finish the fashion collection. If you want to know more about the fashion brand that was presented at the show click here. You’d like to know more about the multi-million ad campaign/typography? Click here.
If Dubai can host one of the world’s largest shopping festivals then so can a small village in Portugal.
I drove by car from Bosnia & Herzegovina to Kärsämäki, a sleepy little town in central Finland, to open my own fashion store and sell clothes to no one.
If Dubai can host a shopping festival then so can a small village in Portugal.
From 2014 to 2018 I was part of the Vienna-based artist collective Yhy Fhm.