The Creative Vision of Silvia Tcherassi
fluoro spoke to Colombian born designer Silvia Tcherassi, whose vision of luxury has seen her brand grow beyond the realms of fashion.
Since starting her label Tcherassi has become a pivotal figure in changing the perception of Latin American fashion.
Tcherassi was born in Barranquilla in the north of Colombia and is currently based in Miami. With two boutiques and a bridal store, her Colombian heritage is something that remains ingrained within all of her projects. “I am very proud of my Colombian, Caribbean, and Latin American roots. My heritage is part of my DNA as designer and entrepreneur,” she explains.
The concept of luxury is something that is truly understood by Tcherassi. What began as a venture into fashion, has seen the designer expand her creativity into a boutique luxury hotel. Located in Cartagena, Colombia, Tcherassi views the Tcherassi Hotel as an experience of luxury that is translated across the entire Tcherassi brand.
The world of Tcherassi goes beyond fashion and hotels to a vision of deep creativity.
(f) How do you describe your work?
(ST) Seven years ago, when I decided that my fashion brand needed to evolve into a lifestyle brand, my work totally changed. Before, I designed clothes and accessories; now, I am in the business of translating my vision, looking for new creative outlets and creating experiences.
(f) What’s your view on design?
(ST) My approach to design is casual, but luxury oriented. I believe in calm and relaxed luxury, without pretensions. For this reason, the title of my book I have published through Random House is Elegancia sin Esfuerzo (Effortless Elegance).
(f) How do you keep your brand relevant?
(ST) It goes beyond marketing or branding strategy. Innovating is the only way, in the use of materials, partnering with creative people and brands for collaborative projects, thinking outside the box, always keeping the eye on the future and always looking for something new, challenging and exciting.
(f) What significance does the word ‘collection’ have to you?
(ST) Collection is connection. It’s a group of pieces connected by the same vision.
(f) Why did you expand into the luxury hotel sector?
(ST) I wanted to express my vision of style beyond fashion. I studied Interior Design and for this reason the fashion hotel model is a perfect opportunity to expand into. Fashion and hospitality are totally connected. As I mentioned before, both create experiences and inspire.
(f) How do you keep the design of your garments, hotel and other ventures under the brand consistent?
(ST) When your brand has a strong foundation and a clear vision, you can translate it to different fields in a very consistent way. My responsibility as founder and Chief Creative Officer is to keep this vision relevant, cohesive and articulate.
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Tcherassi is focused on expanding her lifestyle brand into other extension brands and collaborative projects. After new hotels are established she has plans for a home collection and shoe collaborations. While Tcherassi is ambitious and has an ingrained sense of entrepreneurship, she is cautious about her steps forward. “I am a dreamer and a very grounded person at the same time, a risk taker in creative terms but very conservative in the business side.”
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