Alexandra Prieto is an artist and designer who defines herself as a sponge. She sucks trends, colors, patterns and emotions that brings to the canvas and curiously to her shoes. Yes, you read right. The "art on shoes" came to life as a joke, but quickly become a brand that has been implementing the duality of art with illustrations, and fashion in the form of footwear.
You really must loves shoes, to applied art in shoes, right?
Alexandra Prieto: The shoes are a passion that I have since a little girl. I always liked to use my mother pumps and played with them. During all these years few clothes I bought but every month had to buy a new pair of shoes. It was something that naturally appealed to me and as a joke I even defined people by the shoes that were wearing. However, the painting was always present in my life, I ended up following art, I graduated in painting and sculpture in fine art and "art on shoes" was born of that event. In December 2010 I was preparing an exhibition and I remembered going to the art show with a pair of shoes with the theme of the exhibition, printed on the invitation and poster. I tried a few prototypes to see how it was possible to put the idea into practice and when the shoes came it was crazy and I saw it was something we could explore more seriously. Before this event, I register the brand, the logo and I launch it on that show with the name "art on shoes." So it was a surprise to people who thought they would just see an exhibition and came to see footwear exposed in another room, almost like paintings. Each collection associated with an illustration.
And you sold out the collections at that time?
AP: Exactly. For this exhibition was order some pairs counting on sales and was the first time I realized that there could be a market and it was funny. At the time, had enough orders and "art on shoes" has been growing as a more cohesive brand.
How is the creative process that allows you to create illustrations for the collections of "art on shoes"? I noticed that like to address the issue of Lisbon.
AP: First impressions emerged from this exhibition that I mentioned earlier, following a request from a writer named Napoleon Mira who asked me to do some illustrations for his book. He took these pictures in order to publicize his work at various points of sale. I was born in Lisbon, I live in this city and the few times I go away, I travel, I end up coming back and falling in love with it every time. I am fascinated when I return to this extraordinary light and it turns out to be reflected in my work; however I do much like the Alentejo which also appears on some of the illustrations. The concept of "art on shoes" itself is different. The company only has two years and we still only three collections. My idea works in reverse of fashion, which presents collections for summer and winter. Of illustrations we have a total of 17, in which we change the models according to the season. Imagine the peep toe, a shoe which is open at the front which is used in winter and summer. With socks or without them, turns out to be an open model that is sold throughout the year. The sandals came about because I was invited to an exhibition and did one more illustration called summer Cascais, which I was inspired in the gardens, I did not explored the beach, but the concept the more floral area. So this collection emerges much lighter, clearly thinking in this town. Everything comes naturally. I am currently analyzing trends to launch in this summer bolder colors. I also thought of "Moda Lisboa" and inspiration just comes from everywhere. And then depends on the colors, if we are in winter the colors are darker.
Who is the woman of "art on shoes"? Who is she?
AP: The customers, the first "art on shoes," I thought they were women of my age, I have 34 years. They would be a mirror of what I like. Inevitably, it turns out to be very present. Today, surprisingly our range of customers is much more extensive; girls with 18 years old buy my shoes. They ask parents to buy different shoes to the proms. Even women with 65 years of age, have a model for them comfortable with more brown colors and they can use with a classic outfit. Therefore, we finally reach a very large target. Women who come to us and are faithful to the brand, is that female entrepreneurs, who has professional success, those well with her life and likes to be bold, like fashion and want a different detail. We may be dressed the same way, with the same dress, flat shoes and a have a posture and walking with the same clothes and high heels we have become more imposing. More authoritarian in the right sense. Turns out to be an upper middle class woman.
I noticed that in addition to the collections include shoes, scarves and clutches, but have you thought of adding more accessories to the "art on shoes"?
AP: At Christmas we tried to make the clutches because there were customers who used them in ceremonies and wanted to combine the accessories, and it worked really well. Initially made XL bags and even more we are studying new models mixing with more leather. We made bracelets, but what I'm exploring are collections for men. I think it is a challenge and I'm excited. We consider it, and moreover, I would not disperse much. Although clothing can also be studied, one could work very well dresses and the illustrations, but the level of brand positioning, should work as "art on shoes." Out of curiosity I made ties and even some people have requested them, thought them to the galleries of the exhibition as a backdrop, and again by accident as in "art shoes on", people went back to ask where they could buy this male enhancement. I do not know if the ties will emerge soon, but soon will come a collection only to man rather than many other leather accessories.
For your next exhibition the theme is "it's all about love", can we expect?
AP: It came from an invitation of the Mac gallery to hold a new exhibition. It is a theme that emerges from the various interviews I was asked by his fellow journalists who find my work very emotional and unconscious the truth is that only paint when I'm well, happy. In terms of painting there is a stigma that attaches painters to a sad and very depressed spirit. Since the time of college, that environment was indeed present, when I am rather sad and depressed I only want to stay on the couch and do zapping and I cannot create anything. Just go to the studio to work when I'm well. This turns out to be reflected in my work. "It's all about love" particularly is everywhere, whether through religion, through the love of a god, or a person. It's something that drives us. We woke up in the morning and it is love that makes us stand up and fight for life. It's all in a very broad sense. I ended up exploring a principle, because as I prepared this exhibition had more ideas and more things I wanted to explore and I could not do all. What happened is that I could get some old love letters from 1920/40/50, some was not even love, were nephews asking for money to the godfathers, something very traditional in our society and uncle who helps financially, missives from war friends too, but most were people who had married and some had gone to the army.
You collect?
AP: No, no. It's a funny story, there are collectors of stamps and envelopes, old stuff and they do not like the letters. I even was lucky enough to stay with some envelopes, because the interior was very beautiful, with flowers and patterns. I got talking to a collector and that arose naturally in the conversation. I got a few copies, and then spoke with two or three people; other collectors gave me these letters. Then it was extrapolating and start reading some and even a friend of mine told me that seemed a little voyeurism of me, but it is curious that some of them have over fifty years and the story could have been describing yesterday, a friend, a mother, and an aunt. I explored this theme in painting, the word love, I have a work with the title dog love, I have other more poetic paintings, sculptures and there is a very funny that people are enjoying a lot, more conceptual view, for example, have a toasting edible instead of ham, the letters placed inside.
Installations made with the missives besides paintings?
AP: Yes, exactly. Put a lingerie in a letter, a letter cut in half with a zipper to join, is a more conceptual interpretation of a couple who wants to join, but it is far apart.
In this exhibition, do you explore shoes?
AP: No, because it is a work I do as an artist. The "art on shoes" is a brand that increase in parallel, however, as a mentor of the project is something that is always present, so I launched a new collection "it's all about love" inevitably been paved with this new model, so was my daughter and the people who attended the exhibition and did not know the "art on shoes" saw that side of me there. While all other collections are illustrations that are mirrored in the tissue that will be put on the shoes this is composed of several paintings and letters, is a union, a composition so to speak.
http://www.alexandraprietocollection.com/
