I have a friend. He is an incredibly talented fashion designer: Arnau P.Bosch.
We grow up together, from school to university times. When we were 23, both just getting graduated and wanting to do “loads of real stuff”, we catch up one afternoon in the middle of summer. He told me that was select in the young section “Puro Ego” of the Fashion Week Madrid!
Thanks to his previous collection “I am… Celebrities” he got a spot to present the new collection he was working on: Queens & Jeans.
Arnau’s work was focused on “today’s women that take the life with humor, without prejudices and that distinguish from others by being themselves”.
The whole concept of Queens & Jeans was around our nature of being part of a group. Women from the middle class were feeling as queens (because of their attitude of hierarchy and nobility –empowerment of women) wearing dresses where jeans were the primary material, a garment born of the working class in the seventies.
The whole performance, from the designs to the music and the story behind… It was just amazing stuff. So, so proud of Arnau!!!
As a young designer, hot off the presses and having this incredible opportunity, “you are going to be exposed in the national media with thousands of eyes focused on your work, do you know that?” The truth is that “No”, he was not aware of what was about to happen.
And the reality was that he felt too shy to talk in front of the people. He wasn’t conscious of all the things we had to communicate and the material we had to have ready for the launching of Queens & Jeans in this worldwide event.
So I decided to interview him. We took a camera and, in the most natural way and with a glass of white wine, two friends we started to get into the depths of the story.
I analyzed what he was saying, how he was saying it, his non-verbal communication… I wrote a report about the potentials and the things we had to improve in public speaking. We build the story that reflected the personality of his collection while expressing his one. We prepared a press kit to deliver to all the contacts he had in the sector and start building a database with possible media that could be keen on interviewing him.
We practice and practiced and practiced until the day arrived! We rent a van (we flat a tire before leaving Barcelona, UPS!) and we drove for hours. A little team formed by two fashion designers, a jewlery designer, a draftswoman, a dressmaker and a marketer. All passionate about our professions and loving what we were about to present.
I was the PR person, answering the phone, organizing interviews. Doing photos of the fitting session the day before of the event, and sharing content on social media. Sending and printing press kits as crazy. The moment arrived:
Queens & Jeans is a collection based on the vital importance of belonging to a group, a family; or being a member of a clan.
The collection plays with the heraldry as an identification element of the person; the collection takes us to a current reality where the unity establishes a language with a standard code.
With an explicit reference to the street aesthetic, the culture of the 90’s and the street gang; Queens & Jeans extrapolates quotidian classic elements, filling in out of luxury the new gangster queens.
Baroque prints, familiar badges and self-portraits dye the garments of the collection; the fine material such as the velvet live together with urban materials such as the denim.