Oteyza presented its art show “Merina” yesterday in Madrid. Music, dance and, of course, fashion came together to pay tribute on stage to Spanish gold: merino wool. For the first time, a fashion brand has achieved the creation, direction and production of performing arts. OTEYZA opens a new business line ‘OTEYZA Experiences’ with the drive of show business, thus managing to expand the firm’s client base and further elevate fashion to the category of art.
Now, Paul García de Oteyza and Caterina Pañeda – founders of the firm – wanted to take a step further and create a show where various performing arts merge, at the same level. “We are in love with merino wool. The easy thing would have been to create a collection that paid tribute, but we wanted to go deeper, tell about its process, tradition, sustainability and how avant-garde it is in a show. We are committed to a new way of communicating and, of course, of consuming fashion. MERINA is another traveling companion for the music of Tagore González, the choreography of Antonio Najarro or the staging of the Príamo Estudio collective.”
