Photographer: Helena Luzón
Photography Assistant: Carlota Ramirez
Visual Researcher: Cristina Arroyo
Paula, who is a fashion designer, asked me to come up with a creative concept for her project's collection. After understanding what she had in mind and the direction she wanted to go, KIKAS was born.
Based on the 60's and with women as protagonists, the goal was to find a concept that embraced the repipi with barbarism. After considering several options and recalling expressions from Spanish popular culture, this idea emerged: In how many homes have young women been told, after dressing up in their best clothes, "¡qué kika vas! (you look so kika)*? It is well known that this expression has never been very flattering, so I considered it significant to embody those women who experiment and at the same time rebel against the aesthetic elements that have been given to them, reinventing them, making them their own, and putting colorful prints and a lot of blush on them.
The narrative that accompanies this collection is based on young people from wealthy families running away together to a hippie commune. That change is reflected aesthetically in the clothing, marked by a transition between the top and bottom of the outfit. In short, finding a term that summarizes what the collection symbolizes, aimed at a young female audience, resignifying a pejorative terminology only intended for women and appropriating it is significant.
Long live all the KIKAS, and especially the girls who express themselves to the world as they wish.