Spanish fashion designer Alvaro Mars discusses why activism is key nowadays.
Perfect: Where does your interest for fashion come from?
Alvaro Mars: Since I was a child I have been very sensitive in terms of plastic arts and aesthetic stimuli. I believe that fashion is what I was meant to be. Since I have had consciousness, it has been my place where I can shelter from reality. I remember when I was little, I used to spend all my evenings drawing. Drawing the same girl in different outfits without any idea of what I was doing; without any consciousness about fashion. Once, my mother came to me and asked me if I wanted to be a designer. I had no idea what a fashion designer was, the only thing that was clear to me was that I wanted to spend my entire life drawing clothes filling sketchbooks and notebooks. I did not have a background that favoured creativity, art or fashion; even then my imaginary was full of symbols, references and influences that have constructed me as a designer. I realised that translating my essence into tangible creations was the sense of my nonsense.
Perfect: What themes inspire your work most?
Alvaro Mars: My inspiration comes from art (history, literature, architecture) and my heritage mainly. My biggest inspiration is my grandmother and all the values that she embodies. As my main inspirational source I have created a character that embodies all the references that I have had since I was a child: Lolita. My inspiration comes from a sociological point of view. I have had a lot of women influence in my life, I have taken the essence from the women around me and that has lead me to became the creative that I am today. When creating I think about my origins, about the Mediterranean, about my culture, about Almodovar's work, about freedom, about having a social message.
Perfect: Who or what do you reference in your designs?
Alvaro Mars: Fashion can be a really frivolous place, through my designs I want to express a strong message so that nothing feels empty anymore. Fashion is not just clothing, it’s a way of transmitting a message. Activism is key nowadays and I want to use my voice to speak up and stand up for freedom, love and equality.
Perfect: What element of your creative language do you think is most representative of you as a designer?
Alvaro Mars: I do believe that I have a bold and particular aesthetic, and as a creative I have my own codes that I apply visually so you know when a piece is made by me. I would say that I am really strong in three parameters: volume, colour and intuition.
Perfect: What have you found to be the most challenging part of the fashion industry? Which the most gratifying?
Alvaro Mars: From my perspective, the most challenging part of it comes with the business and the nonstop atmosphere that surrounds the fashion world. Also the phases of creative blockade can be quite challenging and frustrating, it is important to keep on believing in your dream and stay true to yourself/brand, as cliché as it sounds. It feels great when you translate to the mannequin what you want to express and when you have the voice to express your concerns. Since I entered through the doors of the industry there have been a lot of high moments for me and my brand, everything has happened so fast that I have not being able to digest all of it. One of my biggest dreams was to enter in the British panorama and be able to show at LFW (because it’s the fashion week that I think that I fit the most) and at 21-years-old I did it. However, I think that the moment that I will remember forever is when I won Global Talents worldwide in 2019 and I did my first solo show at MBFWRussia and my parents were there in the front row to support me.
Perfect: Who would be a dream for you to dress in Alvaro Mars?
Alvaro Mars: Of course I dream of dressing icons and celebs that I personally love but the truth is that everyone that feels the attitude and embodies the Lolita essence is my dream. Fashion is my tool to expose concerns and stand up visually. I work with muses, regardless of the gender or condition of the person. I want my garments to be free from prejudice and to be able to dress a person who dares beyond the established. Challenging gender roles is one of the values that the brand champions, and it is my grain of sand to support all kinds of people regardless of their background and to end all those norms that have been imposed on us.
Perfect: What future goals do you have set for your brand? Which have you already achieved?
Alvaro Mars: Sustainability. It is a value that I am applying to my identity as a brand and as a designer, it would be very hypocritical to have a message/philosophy of making the world a better place without it. From the leather/fur materials that I love working with that are 100% recycled to the low waste of textiles in general; I want Alvaro Mars to be more and more sustainable. Also I am working on a more wearable approach of the Alvaro Mars essence, the idea is to maintain a balance between showpieces and commercial items to make everything real. One of the goals that I have already achieved is the local production. Building a brand based in Spain/UK I have been able to keep the production in Spain working with local craftsmanship so everything makes sense and I don’t lose my Mediterranean essence.
