404 Studio, the Spanish fashion firm for those who do not want to dress like the others
INTERVIEWDua Lipa, Kylie Minogue, Bad Gyal, Amaia Romero, Natalia Lacunza... A long list of celebrities from the national and international scene have worn their designs
By Tatiana Ojea
404 Studio, led by Anaïs Vauxcelles, won the Mercedes-Benz Fashion Talent award last September at the 74th edition of Fashion Week Madrid. However, his journey began some time before: "I started four years ago and the first thing I did before the catwalks at MBFW Madrid was to convince the people of the Silencio club - David Lynch's private club - together with my right hand at that time. - in Paris to give me the space to present my first collection. And so it was, I took my bags with my collection and I planted myself in Paris. It was an incredible experience, we made a fashion film to screen it, we gave away a self-published fanzine with original work by Spanish artists and I took my dear Raquel from Chlöe's Clue to give a concert at the presentation. Without a doubt one of the most amazing moments of my life. That club has a lot of history, just the day after my event, there was a Balmain presentation and Olivier Rousteing and Rita Ora were there, among other celebrities”, says the designer.
After dressing celebrities such as Dua Lipa, Kylie Minogue, Bad Gyal, Amaia Romero, Natalia Lacunza, the character of Cayetana (Georgina Amorós) in the last season of Élite, winning the Mercedes-Benz Fashion Talent award and going On the way to a new adventure at LA Fashion Week, we spoke to Anaïs Vauxcelles about the past, present and future of 404 Studio.
How did your love for fashion come about?
Fashion has always been one of my passions. I was that girl who, instead of going down to the park, preferred to stay with her grandmother sewing or painting. Sewing, designing and drawing for me is a way of going back to my childhood, it is going back home with my grandmother María, happy to be with her and for her to teach me everything she knows. For me, fashion is love and knowing how to do.
How and when was the firm born? Where does its name come from?
It was born just when I felt sufficiently prepared both emotionally and professionally to embark on a project as difficult and personal as my own brand. I didn't want it to be a brand without context or concept, so I was thinking and defining the values and aesthetics of 404 Studio for almost a year before starting with the rest.
The name comes from the best-known error on the internet, "404 Not Found", I wanted to use a name that means contemporary, that was simple in all languages and had impact. To me, it represents the clash of the internet age with the tradition and craft of crochet and hand knitting.
What inspires you when creating your designs? What is the creative process of your collections like?
I am usually inspired by cult films and contemporary art. I love the creative process of falling in love with a movie like La Planète Sauvage or Holy Mountain and looking for the details, analyzing forms, concepts and textures and transferring it to a fashion collection. I find it very interesting to give a second reading to everything that inspires me I like to think that I carry out the work of "curator" deciding what we are going to use to shape the collection. The concept and analysis behind a garment is important to me, nothing is random and everything has a firm foundation. For example, the face piece with eyelashes, is inspired by a time when Tiwa paints her eyelashes to look like a human. This is mixed with the concept of the Quevedos, the templeless glasses of the famous Spanish writer.
Sustainability and craftsmanship are essential in the firm's designs. Where are your designs made and why?
Everything we make is produced in Spain, the garments require a lot of time and dedication from our artisans. Local production is essential for us, it is within our brand values. From the shoes that we released in collaboration with The Musseo and are made in Caravaca, to the jewelry collection that we have launched once again with Lavani Jewels. If there is something that we are clear about, it is that we prefer quality over quantity
What kind of fabrics do you use? How is sustainability reflected in them?
In this collection we have used 90% recycled yarns, recycled poplin and sustainable denim. This year, we have been lucky enough to collaborate with Jeanología, a leading company in the sector, which is dedicated to finding more efficient and sustainable ways to treat denim, with them we have created some pieces with our laser printing. We always try to be as sustainable as possible given the difficulty it entails for an emerging.
Dua Lipa, Kylie Minogue… How did you feel when such relevant celebrities took an interest in your designs? What do you think is what has captivated them about them?
It's quite exciting to see artists you know and admire wearing your clothes, I consider it as a reward for work. I think 404 Studio's designs are for all those people who like to express themselves through fashion, that's why I think it reaches celebrities as well. My clothes are for people who want to stand out and feel special.
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How was the experience of winning the award?
The Mercedes Benz Fashion Talent award has been important to me. It has been recognition of all the effort that has gone into creating this collection, not only recognition of my work, but also the work of all the artisans and the entire team who have worked their ass off with me so that everything turned out well. After spending a year and a half with this collection, winning an award of this magnitude is really exciting and comforting.
The firm's next challenge is Los Angeles Fashion Week, how do you face it?
Well, I'm just going to board the boat to go to Los Angeles! I'm really excited and excited... It's a market where I think 404 Studio can work very well. I hope everything goes as well as in Madrid!!! Wish me luck!
Where is the firm now? Have you set any short-term goals? What are your plans for the future?
Our objective now is to launch the brand internationally, enter retailers and scale the brand. Now we are in the middle of the investment round. Launching a brand like this requires a lot of effort and investment. And as for our future plans... The sky is the limit!
Dua Lipa's style
41 PhotosBy Catherine Sierra and Natalia Morán
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