Olga Piedrahita
Olga Piedrahita is a dreamer who paints the world with each garment she designs. fluoro spoke with the Colombian fashion designer about her career, her incredible retail space and a world of fantasy where “almost everything can be something else”.
Piedrahita has been in the fashion industry since 1982. Her approach to fashion thrives on a process of experimentation and curiosity. Over her years she has seen many changes to the industry in Colombia, increasing government support and more “young designers dreaming about fashion”.
fluoro’s Associate editor Audrey Bugeja visited Piedrahita’s space in Bogota, Colombia. Bugeja was intrigued by Piedrahita’s vision, which extended beyond the traditional boundaries of fashion. The space was truly reflective of the idea of experimentation and was closer to a gallery than a retail store. Through the text-adorned walls, the paintings and art installations Piedrahita has created a world that is far from the streets of any city.
(f) Tell us more about your background. Did you always want to work with fashion?
(OP) Since I was a little girl I danced classical ballet. The elements of dance such as the movement, the appropriation of the space, the music, the harmony, the self expression, the choreography and the theatrical transition were all very important in my aesthetic and sensory education. At that time, more than a hobby it was my passion. It wasn’t until later that I formed an interest in fashion and the idea of new worlds of with fantasy and originality.
(f) How have the changes in Colombia during your career impacted your collections?
(OP) When I started they were no international brands in the market.
The last 4 years have seen luxury brands from around the world enter Colombia which has changed the market a lot. There are now more purchase options for the same amount of clients. We see this as a great opportunity to keep building our singular DNA. People are more aware of what is unique and can compare it with the international mass market.
(f) You have said, “welcome to our world, where almost everything could be something else...” What message do you aim to send through your creations?
(OP) This speaks about having not limits in terms of creativity and interpretation. The buyer can make their own interpretation of my message, and build a new reality. We speak about fantasy, playfulness, materiality and clothes that you can play with.
(f) From hand written detail on brogues to hand written text on walls, what is the connection between the retail space and the garments?
(OP) Both of these are a piece of our universe. We think of our brand as more than a fashion label, it is a completely open space to creativity. Both an inherent fantasy and a sensorial experience, our pieces are an exploration of emotions in the street.
(f) How do you select the other artists you offer in your space (jewellery designers etc)?
(OP) My daughter Danielle is always on the hunt for Colombian creatives. She is curious, young and interested on cultural and artistic movements within the country. There is a lot of talent in Colombia, and we want to show it to the world
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The future will see Piedrahita continue to keep the opening her space to more talents. She also hopes to be able to facilitate projects between private enterprises and creatives and continue her aim to show fashion in new experiential, and experimental ways.
