The brands Machanga by Yess and Ananas Wear, brands participating in the project, present their collections at the Designers Catwalk held in Playa del Duque Norte
The action continues the Cabildo's strategy to expand the projection of the brands attached to the program, after participation last June in the Gran Canaria Swim Week
The Cabildo of La Gomera reinforces the external projection of the island's creative talent through the 'La Gomera, Fashion and Magic' program, present in the new edition of Tenerife Fashion Beach Costa Adeje, this Saturday, September 26, at the Designers' Catwalk, which takes place on the emblematic Playa del Duque Norte and brings together eleven firms linked to Tenerife Fashion and the different island fashion programs of the Canary Islands.
The island's Minister of Tourism, Commerce and Consumption, María Isabel Méndez, pointed out that this participation "is part of the promotion and positioning actions that the Cabildo develops through 'La Gomera, Fashion and Magic', a program created to promote the island's fashion and design industry, promote the professionalization of its creators, and generate new opportunities for the dissemination and commercialization of their proposals inside and outside of La Gomera."
On this occasion, the brand Machanga by Yess is the representative of La Gomera in this event specialized in swimwear and design, with its 'Terra' collection, inspired by the volcanic landscapes and sunsets of the north of the island. This philosophy is materialized through techniques such as artisanal macramé, with complex knots that provide volume and movement to the pieces; upcycling, from entirely recycled textiles; and the development of organic silhouettes, with taut structures and fluid fringes that evoke the movement of the wind.
This proposal also connects with the origins of Machanga by Yess, whose career began nearly seven years ago with a first design made with fishing lines recovered from the seabed of the Gomera coasts, since then maintaining a commitment to macramé, upcycling and the enhancement of crafts, the territory and the Canarian identity.
This action continues the push carried out last June with the brand Ananas Wear, by Gomero designer Javier Aguilar, who represented La Gomera for the first time at Gran Canaria Swim Week, one of the main events in the swimwear sector. The brand presented 'Azurag', a collection linked to the nature and landscape of La Gomera, with references to vegetation, volcanic rock and the ocean, transferred to a contemporary men's swimwear proposal.
"Both Ananas Wear and Machanga by Yess are brands that are under the umbrella of 'La Gomera, Fashion and Magic', forming part of a creative ecosystem with which we have accompanied the island's brands in their growth and professionalization process and, at the same time, we have reinforced the presence of La Gomera within the regional and national fashion and design circuit," added Méndez.
The participation of La Gomera brands in this type of meeting also allows us to associate the creativity developed on the island with differential values such as sustainability, craftsmanship, territory and cultural identity, using fashion as a new tool for economic promotion and projection of the image of La Gomera.
'La Gomera, Fashion and Commerce'
'La Gomera, Fashion and Magic' also incorporates an aspect specifically aimed at promoting the marketing of the creations of the island's designers. To this end, the 'La Gomera, Fashion and Commerce' initiative has been launched, with the support of the delegation of the Chamber of Commerce of Santa Cruz de Tenerife in La Gomera, aimed at connecting participating firms with the local socioeconomic fabric.
The project establishes a sponsorship system between designers and commercial establishments, creating direct links between creation, commerce and island identity. A dozen establishments participate in this network to distribute and market the designers' creations in permanent points of sale identified with the brand.
The model is inspired by the 'See now, buy now' concept, reducing the distance between the presentation of a collection and its arrival on the market. In this way, the garments and accessories shown on the catwalk can be incorporated into establishments close to the consumer, facilitating their acquisition and generating new distribution channels for local brands.
The initiative also includes audiovisual support and specific dissemination actions on social networks, intended both to give visibility to each designer and to facilitate the identification and location of associated establishments.
With this formula, the aim is for the collections to transcend the catwalk space and find commercial continuity within the island itself, reinforcing local commerce, stimulating the local economy and generating closer relationships between creators, establishments and consumers.
