El reto
El reto de La Vanguardia era mostrar una mujer segura de si misma, con carácter pero con un estilo femenino. Acostumbrados a ver el poder masculino ejercido por mujeres al más puro estilo del cine americano ¿cómo sería el poder de la mujer ejercido por mujeres?
Investigación
La moda es posiblemente el medio perfecto para hablar de ello. Nada más que nuestra indumentaria habla de como vemos el mundo. Tras preguntar a algunas mujeres y constatar que el techo de cristal ya esta resquebrajado, llegamos a la siguiente conclusión. La firmeza necesaria para ejercer el poder no depende del sexo, pero la ternura y capacidad de compasión de hombres y mujeres en esta sociedad es distinta. Una mujer que dirige piensa en como se beneficia la comunidad.
Solución
Finalmente para mostrar esto ideamos un juego de fuerzas. El poder hasta ahora es un lugar rígido, lleno de grandes volúmenes, pesos, cristal y metal. Sin embargo nuestra protagonista no sólo se desenvuelve bien en ese ambiente, lo abraza y domina. Sin embargo, su mera existencia aporta la flexibilidad, espontaneidad y relajación que toda autoridad necesita.
Gracias
Al magazine La Vanguardia por confiar en mi dirección creativa y producción.
Monday (mymonday.es), y en especial a Martína, por confiar en este proyecto.
The challenge
La Vanguardia’s challenge was to show a self-confident woman, with character but with a feminine style. Accustomed to seeing male power exercised by women in the purest American film style, what would the power of women exercised by women be like?
Research
Fashion is possibly the perfect medium to talk about it. Nothing more than our clothing speaks to how we see the world. After asking some women and finding that the glass ceiling has already been broken, we came to the following conclusion. The firmness needed to exercise power does not depend on gender, but the tenderness and capacity for compassion of men and women in this society is different. A woman who leads thinks about how the community benefits.
Solution
Finally, to show this, we devised a power play. Power so far is a rigid place, full of large volumes, weights, glass and metal. However, our protagonist does not only cope well in this environment, she embraces it and dominates it. However, its mere existence brings the flexibility, spontaneity and relaxation that every authority needs.
Thank you
To La Vanguardia magazine for trusting my creative direction and production.
Monday (mymonday.es), and especially Martína, for trusting in this project.
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