Fashion begins the path of recovery

Martín goes through the stands in a wide nave divided into seven different spaces. The island president talks with those responsible for the posts before the opening ceremony. He is accompanied by the Minister of Employment, Socioeconomic Development and Foreign Action, Carmen Luz Baso; the director of Tenerife Moda, José Sánchez Giuseppe; the general director of Commerce and Consumption of the Government of the Canary Islands, David Mille, and the mayors of Santa Cruz de Tenerife and Puerto de la Cruz, Jose Manuel Bermudez and Marco González, respectively.

Pedro Martín explains that this edition is “special because it falls within the new normality, but also because it “adds other elements linked to the textile industry to the fashion proposal, which is already very rich, varied and of great quality” .

The president also emphasizes the permanent exhibition of the 27 artists of the Merkarte project, which has a space next to the central catwalk. Martín emphasizes that with this initiative “We want to give opportunities to young talents.”

Sustainable tips.

Seven panels with 50 tips on sustainability are aimed at raising awareness among all actors in the industry chain, not just the manufacturer. From the producer of raw materials to the final consumer passing through the merchants.

For her part, Carmen Luz Baso marks one of the objectives of the new Tenerife Volcanic Fashion format, in which multi-brand and personal image businesses are participating for the first time: “Promote a sector, such as fashion, with great power of drag in other areas such as training, crafts, art or audiovisual production. Baso highlights the participation of the Fernández Estévez School of Art and Superior Design and the Las Indias Integrated Vocational Training Center (CIFP), which have their own stands. A way to spread the professional opportunities offered by dual training related to this world. Fashion, accessories and art brought together to boost the textile industry sector, promote Canarian talent and pursue a more sustainable business model. The summary of the philosophy of the fair that she has had the investment of 275,000 euros.

For his part, the mayor of Santa Cruz, José Manuel Bermúdez, values ​​”one of the most anticipated fairs in Santa Cruz.” He highlights the talent and creativity of Canarian designers and the increase in muscle, with more companies and more sales. “Happy to celebrate it in our city to demonstrate talent, creativity and industry.” The parade of the designer José Acosta, always delicate when dealing with natural fabrics, opens a catwalk space that he promises.

From inside.

“Change the model” or “diversify” but “with enthusiasm and hope of getting ahead”, although “it is no longer the same as it was two years ago”. They are the opinions of professionals. Some have had the confinement and restrictions of the pandemic as a basis for creativity; others were stopped dead in their tracks. Damián and Raquel had to leave their premises in Puerto de la Cruz, where they live, but they have remained on social networks. They have been making their natural inks for two years, although they have been professionally dedicated to this since 2015. They promote sustainable and totally handmade screen printing that decorates their t-shirts. They experiment with elements such as avocado or wine. They both believe that there is currently “a slight improvement.”

Paz Mas explains from the Calmas stand that it was recycled during the confinement to make unique beach baskets with palm as a material. She describes the union at this fashion and accessories fair as “very positive” because “one cannot be understood without the others.”

Sol, employee, and Lali, owner, explain the Pisaverde process. His banana fiber shoes are one of the stars of the fair in a prominent central space. They also make bags and other accessories that they sell in their stores in La Laguna and Las Américas. The confinement and the videos of similar processes in Colombia and Asia inspired this idea. Everything is hand made. Lali reflects: “We haven’t stopped working and the break helped us to stop and think.” She is relatively optimistic: “The improvement is not yet palpable but I hope to come back.”

Miguel Granados emphasizes that “craft work is not expensive.” He explains: «I make unique bags and finished with detail; fine work in which I use techniques such as Lichtenberg fractals –images produced by branching electrical discharges– with currents of thousands of volts». He trusts that the sector will recover.

From outside.

There weren’t many of them first thing in the morning, but they got lively. Visitors represent different approaches. They responded to the idea defended by José Sánchez Giuseppe, director of Tenerife Moda, who went out of his way to make sure everything turned out well. The concept that “fashion is sensory and emotional, you have to see it and touch it. Let him send the see and buy, see and buy. Karen Ferrer is a teacher at the Icadepro Academy and she leads nine unemployed girls, like Tiana or Alba, who are trained in the commerce sector. She considers that “fashion will come back” and sees it as “fantastic” to include accessories “almost as important or more than clothing”. She understands that the future is in Social selling, selling online.

Arturo and his wife María, are two veterans who come “to browse” although they do not rule out taking us “something we like”. She confesses that she is attracted to this world and goes to the beauty stalls “in search of some cream”.

María Cruz expects “some surprise” and is willing to let herself be surprised. She values ​​the event because “the business situation is very complicated and in this sector more so due to the pandemic. I like to help and that is my intention.

Jimena is in a marketing and business course. Note the distribution of the positions, their extension and other characteristics. In the exam she must present what she has seen. The idea seems “very good” to him because of “the breadth of the space, which allows the customer to move, observe, choose and if he wants, buy.” Like the rest, inside and outside, she values ​​combining fashion and accessories.

Elena, mother, and Sandra, her daughter, want to support the fashion and craft sector as they usually do in this type of fairs. They arrive from Santa Cruz and Sandra has already bought “some earrings.”

Fashion begins its recovery after two years of crisis and Tenerife Volcanc Fashion is a fundamental factor in combining art, design and crafts. The champagne toast after the opening is more than justified. It is worth taking a walk this weekend around the Fairgrounds.

Twelve parades by 28 firms are planned, including Tenerife Moda brands, but also others from Gran Canaria, La Palma and Lanzarote. There will be