Floramé is an up-and-coming brand that launched in April of this year. Its founder explains that she views design “as the sum of elements derived from the development of a concept, which is what gives the project its life and identity.”
“Fashion is the sum of experiences, artistic expressions, and tastes that define us. It expresses who we are and who we want to be,” continues Florencia Ameneiros, a recent graduate of the Bachelor’s program in Fashion Design.
With each season comes a new edition of the Géant Diseña project, which has been running since April 2012 and aims to promote “collaboration between mass retail and designer fashion.”
In its latest collection, Floramé presented a capsule collection consisting of six pieces for women “that speak to an attitude rather than a woman.”
Florencia Ameneiros explained that it is “a bold look that makes women feel confident and attractive. To complement this, there is a balance between covering the body and discreetly revealing it through sheer fabrics combined with opaque ones. The colors and prints are also in line with the trends of the fall-winter season.”
The designer explained that her first contact with Géant came through the Fashion Event Design and Production course, since Géant Diseña was one of the sponsors of the Abimé event.
“A year later, I took the Integrative Project course, where I came up with the idea of carrying out my project with Géant Diseña, motivated by the project itself, the way I could approach it, and the partner—whom I already knew and who could offer me a lot professionally.” Floramé was born, then, as a comprehensive project: brand development, collection design, and marketing and communication strategy.
Ameneiros created a capsule collection consisting of 150 pieces in total, featuring six different designs in various colorways. In addition to purchasing and showcasing the collection, Géant Diseña is handling the photo shoot.
The goal of the Integrative Project course, the designer explained, “is to be able to incorporate everything learned throughout the program into a single project and ultimately pitch it to the company we worked with, since it is the final course in the bachelor’s degree program.”
“It was incredibly rewarding for me to have achieved my goal and to have left college by selling my first collection. This gave me a huge boost as I began to build my brand.”