Technology and craftsmanship merge at 080 Barcelona Fashion

Innovation and digital creation tint the windows of the 080 Barcelona Fashion window, which returns to the Sant Pau Modernist Campus to celebrate its 33rd edition. From this Tuesday until Friday, established fashion brands―such as Custo Barcelona, ​​Simorra, Lola Casademunt by Maite― and emerging brands―Avec Amour or The Label Edition―will parade through the facilities of an edition marked by the debut of Hoss Intropia and the clothing “passports” of the Colombian Velásquez, which indicate the details and origin of each garment. The link between technology and physical fashion will culminate in

, an exhibition commissioned by the creative studio Misato Kindness, which brings together the work of different international artists linked to fashion. The exhibition will be open to the public in the Purísima Pavilion, designed to be a meeting point for artists from various disciplines.

The '080 Aesthetics' area reveals to visitors the latest trends in digital art and fashion, through a journey through different aesthetics and narratives with 3D technology. Around the Misato Kidness exhibition, on Tuesday at 2:00 p.m. Escorpion will be the first of the 24 firms invited to parade. They are 404 Studio, Avec Amour, Bielo, Cuenta Spain, Dominnico, Eñaut, Free Form Style, Ga Gó Ó Studio, Guillermo Justicia, Habey Club, Hoss Intropia, Jnorig, Larhha, Lebor Gabala, Lola Casademunt By Maite, Martin Across, Menchen Tomas, Simorra, Sita Murt, The Label Edition, Txell Miras and Velásquez. On Friday at 8:30 p.m., Custo Dalmau will put the finishing touch to Catalan fashion week with

.

The fashion of the 21st century stars the Velásquez brand, “proudly Colombian.” After debuting last year with a capsule collection with a markedly futuristic character, its designer Mateo Velásquez once again questions men's fashion with his

look in

. The collection captures in pale and dusty colors mixed with the metallic tone of gold, the culture, difficulties and celebrations of a town of artisanal miners where Velásquez has his roots. “Innovation is compatible with the enhancement of manual and artisanal fashion,” says the designer. The collection incorporates an NFC digital passport into its garments, with a QR code that offers the user a “garment tracking map”, showing them what their materials are, where the fabrics come from or who made them, a way of “ use technology to tell the story of a piece,” celebrates Velásquez.

Craftsmanship and quality

Véronique Von Siebenthal and Laura Johansson founded the Barcelona brand The Label Edition in 2019, which has had digital DNA since its inception: “We took off with Covid-19, the situation forced us to establish ourselves as an exclusively online brand,” Von Siebenthal points out. Since then, The Label Edition has remained faithful to the “fantasy but wearable clothing” that appears in its web collections. After its debut in the digital format, the brand returns to 080 with

, a collection with which they “increase” the quality of their fabrics and recycled materials that will mark the brand's shift to in-person. “After the pandemic, consumer trends lean towards physical contact, people want to touch and feel the clothes and we have to adapt. We already have physical points of sale in France, Italy, the US,” says Von Siebenthal.

Generation Z also does not abandon the artisanal and traditional side of fashion. “We use programs that speed up the design, for everything else we are quite traditional. We like to touch the fabrics, put pieces of paper everywhere and mix new textures and shapes with our hands,” acknowledges Daniel De Villanueva, founder, along with María Undo, of the Valencian firm Avec Amour (2022). For them, returning to 080 is a huge opportunity to reach a wide range of people, “and the in-person format allows you to see the fabrics in motion and discover how they adapt to bodies,” he adds. Avec Amour wants all its collections to keep “narrative coherence” and in this 080 it presents

, “a nostalgic and melancholic look at what was and could not be”, with old sports uniforms, pleats, stripes,

and suit pants.

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