RAÍCES

To be amazed, to awaken curiosity for other ways of seeing the world around us, to explore new ways of perceiving and thinking about how we relate to nature and to question the place of human beings in this ecosystem we call earth.

 

Thus it was that in the 19th century Francis Darwin, son of the renowned English naturalist, managed to shock the scientific society by affirming that “Plants are intelligent beings” with the ability to think through the fabric of roots, creating bonds and collaborative networks between other animal and plant species.

 

In the centenary of his death and the era of AI, SIMORRA wants to pay tribute to the new views on intelligence, collaborative thinking among living beings and transgenerational society.

​

For the presentation of the Raíces collection at Mercedes-Benz Fashion Week Madrid, I contributed to both the artistic and graphic direction of the project. My responsibilities included the selection of runway photographers, as well as the creation of visual references to define the desired tone, atmosphere, and direction for the photographic coverage of the show.

These references laid the foundation for the art direction during and after the event, ensuring the resulting imagery aligned with the collection’s narrative and aesthetic values. I also supervised the final photo selection and editing process to guarantee visual coherence across all brand touchpoints.

In addition to the runway visuals, I developed the graphic materials for both the post-show gathering and the promotional assets for the event. This included invitations, menus, and branded pieces that extended the visual language of the collection into every moment of the guest experience, reinforcing the concept of Raíces through thoughtful, cohesive design.