“Fashion, Love, Art”. A tribute to the career of Andrés Sardá
4 February, 2011
Verónica Blume, Martina Klein and Judith Mascó pose alongside one of the mannequins decked out in Andrés Sardá at DHUB¿s exhibition hall. / Credit: Faminia Pelazzi
The Andrés Sardá brand celebrated its namesake’s fifty year career in the world of design this January 17th, presenting the book Fashion, Love, Art. in his honor at the DHUB Barcelona Design Space.
If we had to encapsulate this designer’s career in just a few words, we would say he has always had a vision for the future. Andrés Sardá’s vision revolutionized the world of lingerie, helping to turn women’s underwear from something unattractive and boxy into something elegant, sensual, comfortable, and fashionable. By incorporating innovative techniques in his products, Sardá helped Eurocorset—the company he created in the ‘60s—stand out above its competitors, blazing a trail towards the future. One such innovation was Sardá’s pioneering effort to use LYCRA®, the popular American fiber, to create the first elastic lace edging and to endow his pieces with optimal elasticity so that they recovered their original shapes, making his lingerie more comfortable and adaptable for customers. Sardá’s vision of the future was also reflected in the internationalization of his products; he began exporting items to French department stores such as Galeries Lafayette and Printemps in 1965. Today, the Andrés Sardá brand exports more than 60% of what it produces.
Creativity, innovation, design, quality, and functionality have made Andrés Sardá one of the top producers of luxury lingerie and swimwear, lending national renown to his designs and playing an integral role in the history of Catalan fashion.
These are among the many ideas collected in the limited edition book entitled Andrés Sardá: Fashion, Love, Art. 3,000 copies of the book, which is laid out to look like a magazine, were printed but are not for sale; instead, they will be distributed to friends, collaborators, faithful clients, and other supporters of the brand as a tribute to the designer. As Núria Sardá, the daughter of Andrés Sardá and the company’s current Creative Director explained, the book was the result of two years of combing through the company’s archives. The images contained in the book were selected from magazines, catalogues, and marketing campaigns initiated by Andrés Sardá, who deeply understood that image played a key role in creating a brand and marketing its style.
The images collected in this book were shot by well-known photographers including David Hamilton, Antoni Bernad, Sergi Pons, Nico and Outumuro and are accompanied by texts written by prestigious professionals from the world of fashion such as Margarita Rivière, Joana Bonet, Charo Mora and Pedro Mansilla. Top models who have sported Sardá’s designs, including Judith Mascó, Martina Klein, and Verónica Blume, also attended the opening party at which the book was presented.