Buenos Aires - The brand founded by the Belgian-Argentine
Juan Hernandez Deals presented its latest SS 2022 collection on the last day of
the official Paris Fashion Week calendar. techwadia
Since the birth of the brand, its collections have focused
on the designer's Latin American origin. On this occasion he presented
“Cumbiancheta”, alluding to the cumbia of the 1990s. It is a retro-tropical
musical genre of pan-Latin American origin, which had a strong impact on
popular culture in Argentina and other countries in the region. Neon colors,
decadence, and opulence overwhelmed by the economy of 1 peso equal to 1 dollar,
the Miami of Gianni Versace and the economic crisis about to explode also
represent the aesthetics of that time.
“The collection is inspired by the minimalism of the 90s
turned into kitsch, the super sexuality in the form of breast implants and the
nostalgic period of the 1920s, when the Parisians referred to the Argentines
as“ rich come des Argentina ” a utopia once achieved that never returned ”,
they explain from the brand through a statement.
The use of leather is central to this collection in
counterpoint to the use of materials such as latex and vinyl. Leather worked in
an unconventional way stands out: macramé braided in accessories or pieces that
are found between clothing and leather goods.
Fashion Film
For the presentation of his proposal, Sadaels presented a
fashion film directed by Macarena Rubio and produced by Poster. There is an
intimate portrait of a family preparing for a wedding in a typical
"tenement" in Buenos Aires.
Everything takes place in an atmosphere of kitsch, colorful
and eclectic airs, reflecting the urban life of immigrants, the importance of
family ties in Argentine culture: sometimes absurd, sometimes suffocating and
undeniably intense.
Sandals
The Belgian-Argentine firm based in France since 2017 seeks
to reflect through its collections the cultural antagonism inherited by its
founder, Juan Hernandez Deals.
Trained at the Royal Academy of Antwerp and Central Saint
Martins, the designer has had the opportunity to dress celebrities such as
artists Ariana Grande and Rihanna; the former first lady of Argentina, Juliana
Awada; the influencer Sofia Sanchez of Betak and Queen Maxima of the
Netherlands. It has recently been announced that the firm will be presenting
itself at the next Spring-Summer 2021/2022 edition of Buenos Aires Fashion Week
(Bafweek).
