Tuesday, October 17, 2006

Pineda Covalin - From Mexico to the World

In Mexico, the name Pineda Covalin needs no introduction. A famous fashion label among the circle of Mexican fashionistas, the label was founded by two young designers, Cristina Pineda and Ricardo Covalin with collaboration from the National Anthropology Institute of Mexico in 1996.

The uniqueness of the label lies in the incorporation of Mexican and Latin American folk art onto their range of products, from silk scarves to handbags which are coveted by any fashion-forward crowd of Mexico and in Miami as well, where the brand has its presence through a boutique.

The first Pineda Covalin collection was based on the Mexican ancient mythology, nature, architecture and pre-Hispanic figures. There's even a scarf with the image of Frida Kahlo, Mexico's celebrated painter, printed on.

“We wanted to create something wholly different in quality that offers a new level of sophistication. Something that, unlike handicrafts, was fashion-led yet Mexican, with its inspiration in our rich pre-Hispanic roots. We wanted to find a new way to promote our culture through fashion and design,” explains Ricardo Covalín, co-founder of the label.

Within 10 years of its foundation, the label began to receive international attention as it was introduced to other countries through their participation in fashion weeks and runway events thus garnering the recognition as Mexico's best ambassador to represent the Mexican culture and fashion. To date, Pineda Covalin has more than 15 stores in Mexico as well as in the United States, Canada and Spain.

One of the Mexican retailers that carries the brand is El Palacio del Hierro, a top notch department stores favoured by most Mexicans. Surprisingly, the birth of Pineda Covalin has elevated the "Made in Mexico" status in the eyes of the fashion fans around the globe.

“Ironically,” says Covalín on the greatest challenge faced by them, “our greatest challenge has been convincing the Mexicans themselves.”

There are no further plans for expansion in Asia, which means that Asian fashionistas who wanted a piece of Pineda Covalin will have to travel to Mexico to own a piece of Mexican coveted yet fashionable art. Besides, nothing is impossible if you're in love with fashion!

*Photos by Ultrafemme Group.

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