Dear Shaded Viewers,
In the ephemeral transition from day to night, we undergo a magical metamorphosis, shedding our daytime personas to reveal the hidden facets of our identities. Miista’s AW23 campaign, aptly named “Transformiistas,” embraces this profound transformation with a celebration of the night and the vibrant souls who inhabit it. Miista dives into this captivating journey, taking us to the heart of Barcelona’s underground nightlife scene, where Amanda, Luna, Marti, Yasmin, and Lostea reign supreme at Voodoo Club, a sanctuary for the city’s Black, POC, and LGBTQ+ community.
The campaign’s visual narrative, beautifully captured by the talented Fernanda Liberti, an artist with a captivating portfolio in photography and video, is an exquisite blend of nature’s wonders and urban landscapes. Fernanda’s work explores the dynamic relationship between people of color, women, and LGBTQ+ individuals in the ever-changing contexts of the twenty-first century. Her background in Rio, amidst the dichotomy of lush rainforests and bustling cityscapes, is vividly reflected in her art.
Among the radiant stars of this transformative journey is Luna Freddie, a versatile model and entrepreneur, who crafts organic Sea Moss and Shea Butter, drawing inspiration from the Caribbean. Martina Liendo, the enchanting dancer, enchants the nightlife scene in Barcelona with her mesmerizing performances. Amanda Araujo, a Brazilian artist now making waves in Barcelona, opens the doors to her artistic world, expressing herself through music and poetry. Yasmin Amoura, with her diverse cultural roots, brings a calming and spiritual aura to this vibrant cast.
Miista’s AW23 collection, a creation under the visionary guidance of Creative Director Laura Villasenin, is a testament to the power of transformation. The pieces embody metamorphic features, seamlessly transitioning colors and patterns, while clothing silhouettes challenge conventions, creating unexpected and adjustable aesthetics. Laura’s inspiration draws from the remarkable life and work of photographer Madalena Schwartz, whose journey from a launderette owner to a celebrated artist and advocate for the transgender community is nothing short of inspirational.
The collection pays homage to the 60s, 70s, and 80s underground glamour aesthetics, where lingerie and corsetry-inspired silhouettes redefine the boundaries between the body and its surroundings. The Caetana dress, for instance, blurs these lines intriguingly. Vibrant animal prints grace platformed footwear, perfect for the stage, in a nod to the performers and audiences who challenged societal norms during those transformative decades.
Miista, too, has undergone a significant transformation. After twelve years in Hackney, East London, the brand has moved its headquarters closer to its Spanish factory in Galicia. This operational shift allows for a tighter control over the short supply chain and, post-Brexit, ensures smoother operations. However, Miista still maintains its presence in London, with the Duke of York store and a Manchester warehouse to serve UK customers.
“Transformiistas” is an ode to transformation, both personal and collective, in an era defined by constant change. Miista’s AW23 collection and campaign capture the essence of evolution, where identities flourish and boundaries fade away. As we embark on this journey, Miista reminds us that transformation is not merely an act; it is a way of life, celebrated through art, fashion, and the magic of the night.
AW23: Transformiistas is now available online and in Miista’s London, Paris, and Barcelona stores.