The world of fashion is characterized by the changing nature of its proposals, but in recent years it has been the industry that has experienced a transformative change, reflecting the anxieties and concerns of society and the values ??of its demanding consumers. An era marked by an awareness that looks towards sustainability, environmental protection and ethical principles. In this paradigm, efforts and collaborations have flourished in the luxury space, giving brands the opportunity to enhance their reputation and gain the loyalty of present and future customers. In this effort to get closer to reality, some brands create collections for charitable purposes, others give visibility to associations and others focus on education. Some, like Pedro del Hierro, do all of the above.
Under the name ‘ByBy’, the Spanish brand of the Tendam Group has brought together eight inspiring women to create a special collection of limited edition capes together with its creative director Nacho Aguayo and eight associations to which they give visibility. Thus, it tells the stories of the national team coach Alejandra Quereda, a former Spanish rhythmic gymnast and Olympic medalist as well as a doctor, and the Amelya Lupues Association that she represents, which provides support to patients with lupus, a disease that mainly affects women. That of the artist Carlota Pérez de Castro, who combines painting, performance and fashion in her creations and has joined Argadini, a non-profit entity that through artistic training promotes the social and labor inclusion of people with disabilities. disability.
Also that of Celia Rivero, businesswoman and coach who represents Djouma, an association that works in Mali to guarantee access to quality education and medical care, especially for women. Dido Carrero, doctor in Biomedicine and Molecular Oncology, has partnered with the El Sueño de Vicky Foundation, which seeks to raise awareness about the importance of research to combat childhood cancer. María José Huertas, a prominent Spanish sommelier with national gastronomy awards, has joined Mujeres del Vino, a group that promotes female talent in a traditionally male industry. Reyes Oteo, the eclectic electronic luthier, composer and musician, has championed the project of Raft Cultural, a Malaga company that seeks to highlight the work of current composers and humanize electronic music through performances on the skin.
In the design process of the eight models, in addition to Nacho Aguayo, he has also been supervised and guided by eight prominent figures from the fashion and communication industry: Ana Núñez-Milara, Charo Izquierdo, Cruz Sánchez de Lara, Joana Bonet , Mamen Sánchez, Mayka Sánchez, Sonia Fornieles and Yolanda Sacristán. These professionals will also be in charge of selecting, together with members of Pedro del Hierro, the association and social cause to which the full benefits of the capsule collection will be allocated.
