Page 78 - Demo

78 MOST MAGAZINE - ISSUE 75MOSTMAGAZINEMOST MAGAZINE - ISSUE 75Q: YOU STARTED YOUR CAREER AT HARRODS BEFORE MOVING TO DIOR COUTURE. WHAT WERE THE MOST VALUABLE LESSONS YOU LEARNED FROM WORKING WITH SUCH ICONIC LUXURY BRANDS?A: Actually, my career started as a sales associate at Zara%u2014shoutout to Zara! I feel like if you grew up in Spain in the last two decades and didn%u2019t work for Inditex at some point, you haven%u2019t truly experienced retail at its most mainstream level. Started from the bottom, now we%u2019re here!Working at Harrods and Dior Couture was like getting a masterclass in luxury from the inside. At Harrods, I learned that luxury isn%u2019t just about products%u2014it%u2019s about how you make people feel. Attention to detail, personalization, and storytelling were at the heart of everything.At Christian Dior Couture, it was all about heritage and craftsmanship. I saw firsthand how a strong brand identity can evolve while staying true to its DNA. The level of precision, from fabric selection to how a brand narrative is communicated, was next level.Both experiences taught me that true luxury is intentional, immersive, and emotional%u2014less about excess, more about meaning. That mindset still shapes my work today, whether I%u2019m curating a travel story or crafting a brand narrative. Q: MINIMALISM AND TIMELESS DESIGN ARE KEY ELEMENTS OF YOUR CREATIVE PHILOSOPHY. HOW DO YOU BALANCE THESE PRINCIPLES WHILE ENSURING EACH PROJECT FEELS FRESH AND INNOVATIVE?A: For me, minimalism and timeless design aren%u2019t just about stripping things down to the bare minimum; they%u2019re about clarity, intention, and impact. I aim to create work that feels effortless yet deeply considered, where every detail serves a purpose. When I focus on one thing and one thing only, I can truly appreciate it more.To keep things fresh and innovative, I draw from diverse influences%u2014travel, architecture, nature, and even the way light shifts throughout the day. It%u2019s about refining rather than overcomplicating, finding the perfect balance between understatement and human emotion. Q: LUXURY FASHION AND HIGH-END HOSPITALITY OFTEN GO HAND IN HAND. WHAT ARE THE PARALLELS BETWEEN THESE TWO INDUSTRIES WHEN IT COMES TO BRANDING AND AESTHETICS?A: Luxury fashion and high-end hospitality are deeply connected because both are about crafting an experience. The best brands in both industries understand that true luxury is about emotion, storytelling, and exclusivity.In fashion, every collection tells a story%u2014through fabric, cut, and presentation. In hospitality, it%u2019s the same; from the architecture to the scent in the lobby, every element is curated to evoke a feeling. Both rely on heritage and innovation, balancing tradition with fresh, contemporary touches.Aesthetically, the parallels are clear%u2014timeless elegance, attention to detail, and a focus on textures, light, and space. Just as a couture gown is designed to make us feel a certain way, a well-designed hotel or resort is meant to make guests feel refinement and ease. Q: AS A CREATIVE DIRECTOR, WHAT IS YOUR PROCESS FOR DEVELOPING A BRAND%u2019S UNIQUE IDENTITY AND VISUAL NARRATIVE?A: My process starts with understanding the brand%u2019s essence%u2014its heritage, values, and the emotions it wants to evoke. Face-to-face meetings are crucial for gaining insight into the backstory and lifestyle, as these aspects deeply inform the brand%u2019s identity. Every strong identity must be built on authenticity and clarity, so I dive deep into what makes each brand unique. From there, I craft a cohesive visual language%u2014from color palettes and typography to textures and storytelling elements. I focus on mood and feeling first, ensuring the aesthetics serve a deeper purpose rather than just following trends.Narrative is just as important as visuals, but for me, the visuals always inform the words.