Montevideo Shopping hosted the tenth edition of Rediseña, an event that has established itself as a platform for innovation and sustainability, bringing together students of design, communication, and the arts from various educational institutions across the country.
The 2025 editionstood out for reintroducing the fashion films, elevating audiovisual language as a medium for expressing ideas related to fashion through a conceptual and artistic lens.
In this edition, the life and work of the renowned Uruguayan artist María Freire served as the starting point for all the projects.
The initiative aims to promote recycling in the fashion industry and raise awareness about environmental protection.
For this edition, it invited students from the Centro de Diseño University School, the Universidad ORT Uruguay, Escuela Integra, and the Catholic University of Uruguay.
The participants worked with materials donated by brands such as Bas, Levi’s, Manos del Uruguay, Daniel Cassin, and others.
The ORT winning team and their tribute to Freire
The award in the audiovisual category for the Universidad ORT Uruguay went to the team consisting of Juan Diego Velazco, Felipe Gerbasi, and Matías Ottino, students in the Bachelor’s program in Audiovisual and Cinematographic Communication, who created a conceptual and vibrant fashion film inspired by the work of María Freire.
When asked how the artist has influenced their work, they explained that "María Freire inspires us through her works, in which we can see concepts such as structure, rhythm, intensity, and liveliness."
This influences our approach as we attempt to capture and blend this irregular yet distinct structure, the intensity and vibrancy conveyed by the colors, and the rhythm we perceive as “frantic” in a fashion film.
The team also highlighted the value of the creative process:
We learned that although these works were created in the second half of the 20th century, if we adapt the concepts she used to a fashion film.
They also added that " These concepts are still very relevant today, and some of them may even be considered innovative."
A decade of celebrating sustainable creativity
Carolina de León, Marketing Manager at Montevideo Shopping, told El País:
We are very excited about our tenth anniversary, mainly because it gives us the opportunity to pay tribute to María Freire, such an outstanding Uruguayan woman and artist.
In that same interview with the media outlet, he added: "Every year, we aim to innovate so that students can present proposals inspired by the artists' legacy, and this time, we also have the support of the National Museum of Art, which provided us with archival material for this edition."
María Freire (1917–2015) was a prominent Uruguayan painter, sculptor, and teacher, and a pioneer of abstract art in Latin America. Her internationally acclaimed work is characterized by her use of color, geometry, and experimentation with visual rhythm.
In addition, de León highlighted the program’s steady growth: “For us, Rediseña is a program that grows year after year, not only in terms of the number of participants, but also in terms of the program’s overall scope and the way students prepare.”
He also noted that: "Today, the program is part of the curriculum at participating high schools, and students are supported by mentors throughout the preparation process."
The narrative power of the fashion film
The fashion film category, which has become an established part of Rediseña, represents a sophisticated fusion of cinematic language and the world of fashion.
Not only does it showcase clothing, but this format also aims to construct narratives or evoke emotions through elements such as rhythm, sound, visual aesthetics, and storytelling.
As Eddy Fernández, the creative direction instructor for one of the program’s workshops, put it, the directive was clear:
"Don't just make a fashion video; make a video that uses fashion to say something."
It is an expressive tool that enables the communication of complex concepts in a sensory, artistic, and emotional way, in tune with contemporary codes of cultural consumption.
"Redesign 2025 " not only reaffirms its commitment to circular fashion and responsible design, but also continues to establish itself as an educational, artistic, and transformative platform that bridges the past and the present through the fresh perspective of new generations.
Learn more about the Bachelor's Degree in Audiovisual and Film Communication