A brand that makes you smile. In 2001, Argentine designer, Valeria Pesqueira, founded her fashion label, PESQUEIRA, with that simple philosophy. She has certainly succeeded. Her innovative use of high-quality materials, bright, fresh colors and exclusive kawaii prints would make anyone happy. Pesqueira sells her classically modern clothing from her flagship store in Palermo Soho, Buenos Aires, in addition to distributing to worldwide retailers such as Bird in New York, Le Bon Marche in Paris, the MoMA Stores worldwide, as well as Nano Universe in Tokyo. Check out our Q&A for a bit of insight into Valeria’s world of pattern and inspiration.

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PP:  How did you begin your clothing label?

VP: I studied fashion design at the University of Buenos Aires, then started working for huge fashion brands (Uma, Dockers, Levis etc) from Argentina. That experience taught me the basics of how to work in fashion. About 3 years later I really wanted to create my own work from my personal inspirations, so I started the PESQUEIRA brand.

I started in 2001 in the middle of Argentina’s huge economic crisis. As a result of the economic crisis, Argentines couldn’t afford to travel to shop, so they began buying Argentinean design.

PP: Describe your design philosophy and style.

VP: I love classic style. I enjoy mixing vintage fitting with modern design and prints.  I would love people to remember my brand with a smile. That is my philosophy.

PP: Who is your ideal consumer?

VP: Our clients are very special people with creative spirits. They are women of all ages who love art, the street scene, foreign cultures, fashion, animals, etc. They are curious and this keeps them young.

PP: How does pattern play a role in your design choices?

VP: It is the most interesting part of my work. I collaborate with young artists making exclusive prints for PESQUEIRA. I enjoy working with shapes, colours, animals; mixing all my worlds and prints together.

PP: What are your future goals?

VP: This August I am creating a children’s exhibition in the Malba Museum in Buenos Aires. I will present my Summer 2010 collection in the fashion fair showrooms in Tokyo this September.

PP: What inspires you? Any specific websites or designers?

VP: Basically life. Going to the supermarket, to art openings, traveling around the world, music, cinema, old ladies outfits in the street, yoga, the countryside, animals, colours, japanese packaging, my cat Neko.

Compiled by: Rebecca Silver