Koua Mexico is a London-based Mexican fashion brand that reflects both styles and traditions. All items are handmade by Mexican artisans from different ethnic groups throughout Mexico, sharing their history and culture through their embroideries and other handicrafts.
Koua Mexico celebrates Mexican artisan talent by incorporating traditional embroidery and handicrafts. How do you ensure that each piece authentically represents the styles and traditions of the different ethnic groups you work with?
I never alter their designs, it’s their art and belongs to them. I give credit to the communities where the embroidery belongs, I explain to people the process behind it, mentioning the name of the artisan who made it and sometimes what it means to them. By doing this, I’m helping to preserve traditional techniques passed down through generations.
Your brand emphasizes socially responsible initiatives. Could you tell us more about how Koua Mexico supports the artisan communities you collaborate with, both economically and socially?
Economically, by paying fairly, which means making sure we cover the minimum salary per hour + credits in their art (mentioned above).
In the social part, I like making the connection with them directly this will help me to portray their art and story better in my collection but also to empower them as I’m committed to working mainly with women to contribute to closing the gender gap.
Sustainability is a growing focus in fashion. What steps does Koua Mexico take to ensure that your handmade items are produced sustainably, from sourcing materials to crafting techniques?
I take care of the materials that we use in KOUA Mexico for example, in this collection, we use pineapple leather and raffia apart from our textiles. However, some of our artisans, especially from our luxury line from Kouastudio, still weave in commercial cotton cause the 100% recycled cotton still doesn’t reach those local towns, it’s not affordable in terms of cost and distribution, but the fact that their textiles are handmade helps to make them long-lasting. Some other artisans work with cotton 50% recycled and 50% polyester certified by the GRS, which is made in a wooden loom without using energy. It’s in our long-term goals to make them weave in just 100% organic and recycled materials.
As you expand Koua Mexico worldwide, what challenges and opportunities have you encountered in bringing Mexican craftsmanship to the global market? How do you maintain the brand’s authenticity in different cultural contexts?
A lot of challenges started from the production chain and also how to communicate the message in the right way in different languages and different markets. I use my voice as a designer but also as a leader of change and use my personal story to keep that authenticity, no one is me and will never be. That’s my most powerful marketing tool.
Working with artisans from various ethnic groups must require a deep level of collaboration. Can you share some insights into how Koua Mexico builds long-term relationships with these artisans, ensuring fair practices and cultural preservation?
I’ve been doing this for about 10 years and I have my network but also I like approaching workshops in the local towns that are already organised and it’s easier to work with but maybe not on a very personal level, so it depends on the kind of embroidery I’m looking for.
How do you balance blending traditional Mexican artistry with contemporary fashion design? Could you walk us through the creative process behind your latest collection?
Most people think about Mexican crafts as something very colourful. I always try to create a synergy in the colour palette of the textiles in my collections to make wearable items, implementing some neutrals with a pinch of colour.
The creative process was beautiful. I started by adding things and pictures in my moodboard of memories of Acapulco. All those memories took me to design each handbag, which has a beautiful storytelling behind describing how Acapulco was in the 60s before climate change took over and also the memories in my parent’s local town in Guerrero, which is now taken by criminal groups due to the insecurity issues we are facing in Mexico for the drug trafficking.
Handcrafted fashion is often seen as the opposite of fast fashion. What does it mean for Koua Mexico to remain committed to handmade items in a world where mass production dominates?
Our pieces are promoted as pieces of art with a unique story behind them that contribute not only to a social cause and the environment but are a fashion statement.
Our production is slow, we don’t overproduce stock, instead, we make our clients aware of the long process behind and what is involved in creating one of our handbags, in this way they appreciate it more and we build a community that understands the value of our brand rather than follow trends. When consumers understand this and appreciate fashion in this way everything will change and big fast fashion companies will fall apart.
Koua Mexico has a strong identity rooted in Mexican culture.
How do you see the brand evolving in the future, and what role will sustainability and social responsibility play in that journey?
We want to expand to different markets to raise awareness of the social problems of Mexico’s local communities as a part of our commitment to close the gender gap at the same time, we want to inspire other people in fashion around the world to do the same in their local communities, we believe in a transformational change where consumers, artisans and designers take part.
Your new collection has just launched! What inspired this collection, and how does it continue to showcase the rich traditions and artistry of Mexico?
This collection is inspired by Acapulco, a city located on the Pacific coast of Mexico known for its beautiful beaches and for being the favourite spot of glamorous celebrities during Hollywood’s Golden Age in the 60’s.
Acapulco has become the victim of the wave of insecurity that has affected many local businesses and its people. Besides that, last month was hit by Hurricane John and last year by ‘Otis’ a tropical storm which shockingly turned into a “Category 5” hurricane in just a day. This devastation left the surroundings of about 800,000 people destroyed.
Koua’s Acapulco – Waves of Change is more than a fashion statement. It represents a movement that embraces sustainable practices, including the use of vegan leather made from pineapple and fabrics naturally dyed, recycled, or handcrafted by artisans from local towns in Guerrero like Xochistlahuaca and Chilapa de Alvarez communities affected by the social and environmental issues mentioned above.
This collection is very special for me cause it is where my family ancestry proudly comes from.
Website: kouamexico.com
Founder: Erika Alvarez
Instagram: @erialvarezz
Contact: [email protected]
Location: UK & Mexico
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