work as a family is synonymous with companies where commitment and creativity form the basis of their success. It’s Fascinating, it’s an example of entrepreneurship and the strength that mother and daughter have. Valentina Suarez-Zuloaga and Margarita Ruyra They are responsible for a virtual portal, which we can compare with the best showcase of national brands that are up-to-date in trends and in the concept of slow fashion.
Valentina and Margarita had the goal that everyone who enters It’s fascinating, knew the explosion and value that Spanish fashion has, and we can confirm that they have. They always offer a wide brand catalog and Spanish designers, which are usually harder to find. In this way you support the local economy, sustainable design and promote the spread of national fashion. What more can we ask for!
We spoke to Valentina and Margarita to find out how Es Fascinante came to be, what changes they have undergone since its inception and what their plans are for the end of the year.
How do you define It’s Fascinating?
ES Fascinating is the Spanish slow fashion platform that brings together small, medium and well-known author fashion makers from Spain. A platform that values small, local and responsible consumption. Our characteristics are two: the quality of “made in-by Spain” and the association with art and culture.
In short, what were the first steps of Es Fascinante and how did this idea come about?
The idea arose from the convergence at one point, 2018, of our vital projects, which can be summed up in a sensitivity to “what is ours”, a knowledge and passion for Spanish fashion and the technical and operational skills to a digital platform. The first difficulty was to collect the first ten creators who responded to our demands. The rest was work and work.
You have been called the Spanish slow fashion platform. Do you agree with this definition?
Yes, it is what we are, that’s how we can be defined.
Having always been in the virtual world, the store opened in Madrid in 2019, why was this step taken?
First we did a rehearsal with a small space and then, just before the pandemic, we moved to 22 Conde de Aranda where Sophie et Voila was. We know that the trend is multichannel and has become more pronounced after the pandemic. We are clear about the importance of the “shopping” experience: dressing up to go out, trying on, touching, being advised, the relationship that develops…. In addition, many people still do not buy online, especially people who are not digital natives. For us, the store is a space to listen in real time and see how the product feels and to personally approach and treat our customer. It is a laboratory to have real-time information, which is very useful when selecting the product and possible new brands.
What was the purpose of achieving the number of points? Were you surprised to get to where you are now?
We had a creators goal, which we corrected and continue to adapt because of the need for such personal and follow-up work with each of them. We are interested in each of them, we try to market their product and communicate its value. It is a very intense and emotional work that requires a lot of harmony with each creator. As far as this works, the results show a lot. Entering our community requires commitment and total identification with our values. We are satisfied with our work, but this satisfaction is temporary, every day the operational complexity in number of employees and tasks grows and customers need to have a good shopping experience.
Are you looking for trends or are you more focused on timeless designs?
We are interested in quality and timeless wardrobe funds. It’s true that we have some makers who follow trends and are more fashionable, but most of us work on pieces that are designed to last in wardrobes.
Can you tell us as fashion experts what the looks will be that will succeed this new season and next year?
We follow the trends, especially in colors, now a lot of fuchsia, pink and beige. We love yellow. We see large silhouettes that match our preferences because we like them better than clothes that are too close to the body, in fact, with many clothes we recommend one size more. One of our challenges is the dresses: to have a sufficiently varied selection so that everyone can find “their dress”.
After four years of effort and work, Es Fascinante took to the catwalk of the Balenciaga Museum in Guetaria. What was the process and the result like?
It was an amazing experience, intense and prepared in a few months, really. The difficulty was to do a large number of outfits, more than seventy in three parades, one “live”, in which several products of all interested brands participate. First we talk to them and then we get to work. We feel the adrenaline of the staging and the ephemerality of such a complex job. The most satisfying thing was to feel the support of our makers and so many customers and to see the power of true teamwork with so many different products and makers. I think it’s a unique experience on a catwalk, dare I say international.
As part of Mercedes-Benz Fashion Week Madrid, we heard you give a talk on the importance of women in business and fashion (She’s Mercedes Talk), what changes do you think need to be made to achieve equality?
Created to connect and inspire women, the She’s Mercedes platform allowed us to talk about made in Spain, designer fashion, sustainability and of course the figure of women in our sector. In response to your question, we believe that it is necessary to realize more and more facilities to reconcile. The woman has a physical reality due to the fact that she is a mother who determines her life for years. The possibility of entrepreneurship facilitates flexibility and family friendliness, but it is true that it never stops and you relax. The help of the extended family core is important. It is a matter of generosity and wanting and not wanting to be left behind. Difficult.
Which goals do you want to achieve in 2022 and which goals do you have for 2023?
We are in the process of internally adjusting our growth as it has been explosive, and the dialogue with brands, as well as digital consolidation. By 2023, we will work on future international expansion aimed at multiple countries.
Source: Marie Claire
