Stefania Borras has a lot of guts. After several years defending his namesake brand on the catwalk of 080 Barcelona, this Majorcan designer decided to move to America to realize a dream of floral notes: DATURA. Behind this name a brand that seeks to dress a woman with timeless pieces of premium hides. Mohair, silk, linen or cotton give rise to basic collections that have fallen in love with Spanish publishers and Americans: style.com or the very Vogue USA are an example.
In a scenario where the fast-fashion is everywhere and life cycles clothes are getting shorter, it is interesting to see how a firm that describes itself as 'slow-fashion' has found a place in the market thanks to your clothes, your creative defined as a "small investment". We talked to her.
Why did you stop parade?
Parade is very exciting in many ways, but I looked long and now prefer to put all the effort and budget to stabilize the mark. Not work as fashion brands majorities regarding seasons, so also in that aspect is more complicated as time is concerned.
What role does your step by Burberry Spain and Marithé + Francois Girbaud in your career?
I think before we start a brand is important to have experience. Burberry worked in merchandising and selling in the showroom and helped in the publicity department and everything they gave me. In M + FG was to design an experience level in all kinds of garments and also what leads to teamwork (with pattern makers, seamstresses, workshops, production, sale ...) View and work in other companies and in other areas within out of fashion and ultimately gives you a broader perspective.
Tell us a bit more about your brand. What inspires you?
Datura is a brand that is based on a simple, comfortable and feminine design with a sensual touch, but at the same time is based on versatile pieces. It's for women workers moving to professional and social level and looking for more than a garment that is fashionable. It's a line for a woman who cares tissue, touch, comfort, elegance and where it is done. The inspiration has a lot of my native island (Mallorca), but also combined with city life. Point has that Mediterranean oil and strong, but also adapts to the urban.
In your manifesto you do emphasize the eco-friendly nature of Datura and the use of natural fibers. How do you INTEGRAIS sustainability in your company?
All fabrics we choose are natural, some also organic. But the great eco-friendly part is based on the business model. It's all done in New York or Barcelona locally. Sobreproducimos No, we have no rebates, and the fact that we are an online model makes the final price more affordable, at the same time decreasing the carbon footprint. All these factors make the business model is a less consumerist and more sustainable brand.
It is a predominantly digital brand, which involve social networks for you?
They are one of the most important showcases for a brand today. For us it is not the only but an important one. You reach more people and you discover people who like you would not get. We are a small team, so I'd like to spend more time, but for now we grow organically and yes we get a lot of sales through social networks. We help the client see the essence of the brand and what happens behind the scenes.
Why did you decide to locate Datura headquarters in New York and how it was to jump into the Big Apple?
I moved to New York mainly because I wanted a personal change. Then he came professionally and decided to try the experience I had, because it is a very international place. It can reach a wider audience, we sell online all over the world, so it made sense. Never rule out return to Spain, and I always have one foot there with everything I can.
Do you think their way is easier there than in Spain?
I do not think it easier, in New York there is a lot more competition and more expensive to stay. In my case I had to search all contacts general suppliers and start again. At the end of the day, fashion is a very difficult industry and part of the difficulty is himself known as a brand. That effort seemed similar in Spain, New York or elsewhere. New York is more international and media reach more corners, so that effort seemed worth.
Ana Kras, Marcela Gutierrez, Barbara Vidal ... how come and what role your collaborations with artists of all kinds?
As an online brand, I love people with whom we work and we admire for their work and as women wear our garments and be part of the world Datura. This way, we inspire other women, since Datura clothes are very versatile and every girl takes it differently. It is also a way to show clothing girls who are not models, to demonstrate how the pictures are in real life and not a shoot. Many of our clients are collaborating and others were contacted to work or collaborate with us and eventually become clients.
What do you think is the key to success of Datura?
As a consumer, I personally can not buy me clothes from brands like Prada Céline or every month or every season, and like a woman who works and has a purchasing power, but not to be left all his salary in a bag or a garment Fashion. I think it makes more sense to buy something that will last you, it's elegant, but has a feminine and classic point and make it a special fund closet. I think that's the key, it is a brand that is designed for the modern woman and covering a necessary gap.
Will we see Datura physical presence?
There are many ideas and projects. For now, we want to expand and replenish product demand and production faster. Also expand the team. We have several ideas about physical presence, for now we will only sell online, although we are in the project to cooperate with shops.
The 'Projecte Bressol' was an initiative for emerging designers covered in the 080 in Barcelona. You were one of the finalists, how was the experience for you?
Thanks to Projecte Bressol I started my brand Stefania Borras. I learned a lot and was very important for the development of my signature experience. There were many cuts and were not the best times in the fashion industry in Spain, but seeing that experience perspective, was something positive. We paraded at Ground Zero edition of 080, so we saw it start. Le I have a special affection, although I liked the concept itself that was the beginning. Anyway, it is a gateway that is well organized and provides opportunities for a price that would be impossible in other international gateways.
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| The designer Stefania Borras is the founder of the firm Datura |
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| Kimonos and coats, two of the 'best sellers' of Datura. |
Why did you stop parade?
Parade is very exciting in many ways, but I looked long and now prefer to put all the effort and budget to stabilize the mark. Not work as fashion brands majorities regarding seasons, so also in that aspect is more complicated as time is concerned.
What role does your step by Burberry Spain and Marithé + Francois Girbaud in your career?
I think before we start a brand is important to have experience. Burberry worked in merchandising and selling in the showroom and helped in the publicity department and everything they gave me. In M + FG was to design an experience level in all kinds of garments and also what leads to teamwork (with pattern makers, seamstresses, workshops, production, sale ...) View and work in other companies and in other areas within out of fashion and ultimately gives you a broader perspective.
 |
| Their campaigns are full of references to nature and especially the sea. |
Tell us a bit more about your brand. What inspires you?
Datura is a brand that is based on a simple, comfortable and feminine design with a sensual touch, but at the same time is based on versatile pieces. It's for women workers moving to professional and social level and looking for more than a garment that is fashionable. It's a line for a woman who cares tissue, touch, comfort, elegance and where it is done. The inspiration has a lot of my native island (Mallorca), but also combined with city life. Point has that Mediterranean oil and strong, but also adapts to the urban.
In your manifesto you do emphasize the eco-friendly nature of Datura and the use of natural fibers. How do you INTEGRAIS sustainability in your company?
All fabrics we choose are natural, some also organic. But the great eco-friendly part is based on the business model. It's all done in New York or Barcelona locally. Sobreproducimos No, we have no rebates, and the fact that we are an online model makes the final price more affordable, at the same time decreasing the carbon footprint. All these factors make the business model is a less consumerist and more sustainable brand.
 |
| Image Campaign of Datura Brand |
They are one of the most important showcases for a brand today. For us it is not the only but an important one. You reach more people and you discover people who like you would not get. We are a small team, so I'd like to spend more time, but for now we grow organically and yes we get a lot of sales through social networks. We help the client see the essence of the brand and what happens behind the scenes.
Why did you decide to locate Datura headquarters in New York and how it was to jump into the Big Apple?
I moved to New York mainly because I wanted a personal change. Then he came professionally and decided to try the experience I had, because it is a very international place. It can reach a wider audience, we sell online all over the world, so it made sense. Never rule out return to Spain, and I always have one foot there with everything I can.
Do you think their way is easier there than in Spain?
I do not think it easier, in New York there is a lot more competition and more expensive to stay. In my case I had to search all contacts general suppliers and start again. At the end of the day, fashion is a very difficult industry and part of the difficulty is himself known as a brand. That effort seemed similar in Spain, New York or elsewhere. New York is more international and media reach more corners, so that effort seemed worth.
 |
| The firm uses employees who look for inspiration. Two examples are the Spanish illustrator Marcela Gutierrez and furniture designer Ana Kras. |
Ana Kras, Marcela Gutierrez, Barbara Vidal ... how come and what role your collaborations with artists of all kinds?
As an online brand, I love people with whom we work and we admire for their work and as women wear our garments and be part of the world Datura. This way, we inspire other women, since Datura clothes are very versatile and every girl takes it differently. It is also a way to show clothing girls who are not models, to demonstrate how the pictures are in real life and not a shoot. Many of our clients are collaborating and others were contacted to work or collaborate with us and eventually become clients.
What do you think is the key to success of Datura?
As a consumer, I personally can not buy me clothes from brands like Prada Céline or every month or every season, and like a woman who works and has a purchasing power, but not to be left all his salary in a bag or a garment Fashion. I think it makes more sense to buy something that will last you, it's elegant, but has a feminine and classic point and make it a special fund closet. I think that's the key, it is a brand that is designed for the modern woman and covering a necessary gap.
Will we see Datura physical presence?
There are many ideas and projects. For now, we want to expand and replenish product demand and production faster. Also expand the team. We have several ideas about physical presence, for now we will only sell online, although we are in the project to cooperate with shops.
The 'Projecte Bressol' was an initiative for emerging designers covered in the 080 in Barcelona. You were one of the finalists, how was the experience for you?
Thanks to Projecte Bressol I started my brand Stefania Borras. I learned a lot and was very important for the development of my signature experience. There were many cuts and were not the best times in the fashion industry in Spain, but seeing that experience perspective, was something positive. We paraded at Ground Zero edition of 080, so we saw it start. Le I have a special affection, although I liked the concept itself that was the beginning. Anyway, it is a gateway that is well organized and provides opportunities for a price that would be impossible in other international gateways.
 |
| Image Campaign of Datura Brand |
