Designed as a more youthful offering for the Ana Livni clothing brand, the collection draws inspiration from the artist’s visual and conceptual worlds, exploring various historical periods marked by tensions linked to repression and the struggle for freedom.
On the one hand, it refers to the context of the 1970s and 1980s in Uruguay, and on the other, to the processes of colonization in Latin America, where pre-Columbian identities and symbols were displaced and oppressed.
For the fashion film and photo shoot of her collection, the designer created a visual world inspired by her childhood memories and her grandmothers’ homes, drawing on the aesthetic of Uruguayan homes from the 1980s and 1990s and evoking memories, nostalgia, and everyday life.
Both the fashion film and the photographs tell the same story, set on an ordinary Sunday in Uruguay. Through intimate images, old photographs, and simple scenes, the project captures the experience of living in these spaces and highlights the everyday moments that are part of our emotional memories.
The name of the collection comes from the Guaraní word Oyendau, which means memory, and serves as the conceptual framework for reinterpreting these historical episodes through contemporary design.
Oyendau was featured in the "Highlights" edition of the Moweek Winter 26' runway show, a platform for showcasing the highest-rated collections from the latest edition of Re|creación.
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Materials that reflect the brand's identity
The collection was developed using materials that reflect the identity and values of the Ana Livni brand. Among these, the use of 100% cotton denim and industrial knit fabric—or jersey with a high cotton content—stands out.
The choice of these fabrics made it possible to appeal to a younger audience and create everyday garments with a sophisticated design. In addition, the materials allowed for the exploration of techniques such as printing and screen printing, which are central to the visual concept.
The designer explains it this way:
The combination of the brand's philosophy, the materials it uses, and the approach to the project allowed me to work with materials that reflect who I am and that I feel comfortable with, and from there, the creative process flowed much more naturally.
A palette inspired by the world of José Gamarra
The color palette emerges from the intersection of the colors found in José Gamarra’s works and the visual universe of the clothing brand, which includes colors such as violet, blue, andshades of gray, accented with black and white.
Building on that intersection, the collection establishes a cohesive identity that maintains a connection to the original artistic inspiration while preserving the brand’s aesthetic essence.
The collection includes denim pants and jackets, as well as a line of T-shirts.
One of the most striking design elements is the use of seams stitched in different directions, which create ripples and tension in the garments. Thanks to the jersey fabric’s elasticity, these volumes visually convey the idea of constraint and freedom, with some areas tighter and others looser.
Designed with accessibility and contemporary style in mind, the collection aims to add value through textile details, prints, and dyes, without overcomplicating the cut.