This project was developed by Pía Langenhin, a student in theBachelor of Fashion Design program, for the companyBervena, as part ofthe Integrative Project | Recreation19.
Bervena is a clothing, footwear, and accessories brand that has been on the Uruguayan market since 2015. “It is, in essence, a fusion of the vision of its founder, Delfina Quartara, and her mother, Cristina Irrazabal, who together keep an eye on trends and create collections so that their customers can put together their own looks,” explained Langenhin.
After conducting a survey of the company and its products, the student recognized the need to develop “a cohesive, consistent, and distinctive design proposal” that would set it apart from other offerings on the market.
The design process took into account the brand’s aesthetic and its target audience—people aged 20 to 45—and proposed a new look after analyzing fashion trends for spring-summer 2020. “The focus on pattern development was another key element that we identified as a central theme, along with a bold and varied color palette,” the designer noted.
The collection is called Paspartú. It was created using concepts associated with the brand and spring-summer 2020 fashion trends, “where creativity and playful experimentation with art form the conceptual foundation.”
The materials used range from natural fabrics such as linen, gabardine, and cotton shirts to jersey and synthetic fabrics used to create prints via sublimation—a technique prominently featured in the collection—paired with irregular cuts and exposed sections. Ceramic pieces were created to complement the collection; they were glazed in various colors to match the base color palette, creating a cohesive look.
Langenhin said that working with the company was very smooth and collaborative. “We would meet to move forward with the proposals we’d developed and get feedback. The experience of collaborating with an established brand was very positive, as it allowed me to learn more about how they operate and understand the importance of the role we designers play.”
This project was an experience that showed me I have the knowledge and skills to grow as a designer.