The Portuguese designers Jorge Moita and Daniela Pais created a bag that has revolutionized the way we see clothing. A creation of the group KRVKURVA that won a major projection abroad. However, in 2002, both won the national trophy Sena da Silva, CPD, to the area of product design. A success of this pair of designers who have been repeated through various limited editions of La.Ga all over the world.
How did the concept of La.Ga began?
Daniela Pais: The concept of the bag came from a final project at college. I begin to address the issue of the texture of a material inserted into a fashion collection. It was a collection with the theme "under the hightrope without a net" in 2002. Surrounded by a booming world of information provided by the Internet, I choose to explore and present as a final theme for my studies of Architecture Fashion Design the subject of information and entropy. Using satellite images from the Amazonian river and microscopic images from the human eyes to print in Tyvek and after to destroy and reassemble in a different order a new textile was created. In the collection the patterns and the imaginary are playing with points of references and looking for the possibility of a new balance.
Why the choise of this material?
DP: It seems like a piece of paper, is light, are 50 grams that support 55Kg, is resistant to chemical and radioactive particles and can be machine washed. At first we used the tyvek for parts of the collection, however, is not suitable for clothing because it was a very hard material. So we decided to use it to make accessories. The format, unlike what is said, is not a tear, the underlying idea is used like a garment, it is something you wear when using in the shoulder. The idea is to always use unconventional materials.
How it began the success of La.Ga?
DP: It was with our first order, by Gala Fernandez, the project manager of the factory features of Benetton. She was in Portugal and I decided to take the prototype that was originally white with me, she saw it, liked it and made an immediate order for 200 units, which were sold out in Italy. We owe our success to her vision, so we honor her thru the name of the bag, it's Gala, only reversed. The chart patterns have emerged only later, when people began to wonder if it was not possible to use another type of color and illustration, and so in 2003 KRV KURVE developed several projects for the development of this product, "you turn at her service "was actually an invitation to several international artists for an intervention that was done on the graphics product. The collection "To love is not a option" was done by various Portuguese graphic illustrators to give new life to La.Ga in visual terms. The idea is to always innovate, with a social conscience, but without forgetting that this is a piece of design.
And in Portugal? How did you achieve success?
First it was abroad and only after that it was here. It was curious because at Expo 2005, we were invited by the Portuguese government in Japan and the success of this bag was huge, as you know the Japanese are fanatics of beauty in all forms, people bought La.Ga and simply put it on the wall like a work of art. The La.Ga most recently edition in August 2010 with a partnership with the Knowledge Pavilion / Live Science (the purpose was their aniversary) was the target of a new edition. It's called "Love is Science /" Science is love "and is done graphically with mulecules that our body releases when you're in love. This issue for me has a special meaning because it makes a transition in my view of the use of graphics in terms La.Ga, given more importance to the contents of the message and attempts to transmit knowledge in the first place rather than a visual image.
And entrepreneurs are sensitive to these innovations?
No, the entrepreneurs in Portugal are not sensitized to invest in Portuguese designers. I work in Holland and I go to many fairs and exhibitions, the Dutch designers tell me they produce, in most cases, their collections of clothing and footwear here in Portugal. We are good at creating the products of others, but neither have their own brands. And there’s no lack of people with ability, and I do not speak for me, to produce excellent design concepts. They do not want, there is still the mentality that what comes from abroad is better.
What about the collection elementum?
This is a concept that aroses three elements, industrial models, its sustainability and how we consume clothing. I use material of natural origin and this collection allows you to use a tubular shaped piece in various forms. Lets you create a new consciousness of your body, in a simple, affordable and greener.
That's how you start the process of creation? By type of material?
Yes, my creative process starts with the material before even enter the context of a collection, always through the textile.
What are your influences in design?
DP: Stella Mac Cartney because of how it approaches the clothing in a sustainable manner and by Issey Miyachi structure.
And in the future?
DP: Continue to develop my project Elementum and my son, he is my biggest project right now.
www.KRVKURVA.org
www.danielapais.com
www.yoad.info/pages/19.php
