Zalando, launches its new exclusive footwear-capsule collection by the it-brand, Miista. The capsule collection includes five unique pieces in total, ranging from clocks and sandals to three different ankle boots, all of which will be exclusively available at Zalando from June 26th, 2024.
As early summer breathes new life into the city, we witness it transform into a tapestry of vibrant hues and textures, embodying the essence of Miista’s designs. Through the lens of architectural beauty, Zalando invited Miista’s good friend, Brazilian photographer and model Fernanda Liberti to capture this magic.
Along with local Danish muse Ash, Liberti uses the urban backdrop as their canvas, playfully exploring the hidden pockets of the city. Every street corner and architectural detail tells a story, fostering connections with each other and the surroundings, and uncovering beauty in the unexpected. It's about experiencing the city in a way that breaks free from mundane routines and embraces a life that is uncompromising, playful and full of endless possibilities that transformation brings.
The fashion campaign was shot in Copenhagen and created in collaboration with the Danish creative agency Malling. The collection will be available on Zalando in all 25 European markets.
”This capsule collection is an extension of our partnership with Miista, strengthening our connection with modern luxury consumers by presenting an exclusive product from a respected UK brand. With our unique approach to the designer category, we bring luxury fashion inspiration to our customers and connect them with our brand partners through a personal experience. Our collaboration with Miista embodies this direction, merging the brand’s creative brilliance with our distinctive and inspiration Designer shopping experience for the new generation of luxury consumers”. - Says Lena-Sophie Röper - DIRECTOR DESIGNER & LUXURY, ZALANDO in a pressrelease.
”We believe in an artisan handmade approach, and in investing in people over machines. That way we can ensure that every stage of the garment and shoe-making process is made according to handmade methods.” - Lauren Willasenin - FOUNDER & CREATIVE DIRECTOR, Miista
In an exclusive interview with Zalando, founder and creative director Lauren Willasenin shares insights about the process and the exciting collaboration with Zalando.
What does the creative process look like?
It’s ever-evolving, and now it feels more 360 than ever. MIISTA has always had a depth that went beyond the products we handmade; it was a juxtaposition of conversations that informed the design and then filled our brain cells with storytelling ideas as we became more and more acquainted with the research topic each season. When the collection finally sees the light, we have in parallel worked and collaborated with creatives to open a conversation around the same topic from different points of view. For instance, SS24 is the second installment of creative research on the theme of TRANSFORMATION. We contextualized the word in the final part of the last century in Latin America, and the movements of queer performers and the audiences that interacted to change the societal perception of their craft and art during a moment of severe dictatorship. We have recently decided that these explorations would require us to dedicate two consecutive seasons to unpack and pay tribute to those from whom we draw inspiration to design, source the materials, prototype by hand, and go to market. All of this is very interactive and collaborative with our group of artisans with whom we work in the clothing and footwear factories in Spain and Portugal.
Where was your head at while you were designing this collection? What movie storyline was happening in your mind? Who was your muse?
Every Miista collection is rooted in the story of one remarkable individual. For our SS24 line, that starting point was the courageous spirit of photographer Madalena Schwartz. The middle-aged mother-of-two had spent most of her adult life running a laundromat in the centre of São Paulo – not exactly the traditional path to becoming a generation-defining counterculture photographer. But as she approached her 50th birthday, Madalena picked up a camera and began her second act, transforming her life and legacy in the process.
The photographer started by focusing her lens on local cabaret acts and the cross-dressers she’d meet during her walk to work. Later, she shot members of the Dzi Croquettes, the radically progressive theatre troupe that represented everything Brazil’s conservative government was trying so hard to repress.
Can you walk us through the concept of transformation that inspired this capsule collection? What does transformation mean to you?
I've always been fascinated by the word “change” and its varied interpretations across time and place. One universal truth we all share is the sense that the world is in constant flux—never static. This dynamism touches everything: society, identity, climate, culture, fashion—they all continuously shift and evolve. Sometimes these changes are driven by external forces; other times, they emerge from within. Change can be daunting, yet it also holds tremendous potential—empowering us as we adapt our perceptions, practices, and personalities to align with our evolving world. We are undeniably living in transformative times, much like every generation before us has experienced.
How did you achieve the metamorphic elements in the footwear, where materials transition from one colour to another?
We believe in an artisan hand-made approach, and in investing in people over machines. That way we can ensure that every stage of the garment and shoe-making process is made according to handmade methods. From here, we can experiment, and the transformation of materials. We wanted to give this collection of pieces metamorphic features. You could observe and sense how the materials had evolved from one stage to another, but keeping a piece of the original, the raw. It’s the case of hand-painted degradé effects in the leather, converting the vegetable-tanned skins from one colour to another. Or in the case of clothing, the elusive swirling patterns in the silk pieces, and the promise that every single piece is unique.
Why did you partner with Zalando on this project?
Zalando is to us a good friend, who respects our own creativity and ideas, while also pushing our boundaries to bring something even fresher to the table. Plus they introduce us to new people we wouldn’t cross paths with otherwise.
Tell us about your relationship with photographer and model, Fernanda Liberti.
We met Fernanda in London some years ago and reconnected just as we were working on designing SS24 and about to launch the AW23 season. We shared the story of Madalena Schwartz and the references to Brazilian theatre groups in the 70s, and together we felt Fernanda might well be Madalena’s spiritual successor. Unafraid to step out of her comfort zone and push creative boundaries while pouring all her passion into her art, she was born of Syrian descent and grew up in Rio. The connections to the story we were unpacking were endless. So we decided to work on an almost year-long project to highlight the experiences of the LGBTQ+ community, people of color, and other underrepresented creative groups. Our first work together happened in Barcelona in September 2023. Then she travelled to Rio, and we commissioned a shoot during Carnival in Rio, which ended with packing a couple of suitcases and shooting for a week in the streets of the metropolis, as well as doing a special project with Brazilian singer Candy Mel, a very important face and voice for today's transgender community.
What exciting projects do you have in the pipeline?
We have kept it on the down low, and it’s now the official countdown. We’re opening a permanent space in New York, in the Lower East Side. We are secretly planning to make the opposite of a regular store. Having a space in the home of a community we relate so much to, we respect so much it’s something we’ve dreamt of for soooo many years, and we’ve been angry about not being able to do so for as many. We are going to be hosting a whole load of get-togethers: gigs, workshops, panel discussions, styling sessions…
What are you most passionate about when you’re not at work?
Continue building parts of my London home to create a feeling of familiarity, closer to the house I grew up in Galicia, the North of Spain.
The exclusive capsule collection includes five unique pieces in total, ranging from clocks and sandals to three different ankle boots. Laura Villasenin, Founder and Head of Design at Miista, drew inspiration for the pieces from the concept of transformation. She believes that through metamorphosis, something new and vibrant can emerge. This is why the pieces feature metaphoric elements: materials, seamlessly transition from one colour to another, like elixirs undergoing new and unexplored transformations.
ABOUT LAURA VILLASENIN
In 2010, Laura Villasenin established MIISTA in East London to bring back an artisan hand-made approach to shoemaking and update it with radical design. Crafting from high-quality European materials, Laura aimed to create shoes that were original, experimented with texture and shape, and importantly, had a democratic price point for a luxury item.
Having grown up in the North of Spain, an area with a history of fashion production dating back to 19th Century artisans who handmade linens, Laura was brought up with the belief that you should shop less and make your belongings last for longer. In 2020, Laura transformed MIISTA into a project that could also design and craft luxury investment clothing that one could own and wear forever.
She opened a MIISTA own factory in the same region she grew up in, ensuring that every stage of the garment-making process is made according to handmade methods. Now, 14 years later, Laura continues to evolve MIISTA under the foundations of a Short Supply Chain in Fashion, splitting her working hours between MIISTA clothing factory, Footwear partners, and her creative office in London. MIISTA is now about to open a Store in New York, having already a physical presence in Paris, London, and Barcelona.
ABOUT ZALANDO
Founded in Berlin in 2008, Zalando is building the leading pan-European ecosystem for fashion and lifestyle e-commerce around two growth vectors: Business-to-Consumer (B2C) and Business-to-Business (B2B). In B2C, we offer an inspiring and quality multi-brand shopping experience for fashion and lifestyle products to about 50 million active customers in 25 markets. In B2B, we are using our logistic infrastructure, software and service capabilities to help brands and retailers run and scale their entire e-commerce business, on or off Zalando. As an ecosystem, Zalando aims to enable positive change for the fashion and lifestyle industry.
www.zalando.com
