BHAVA is a women's fashion shoe brand founded by designers Francisca Pineda and Rushali A. Sanghani. The duo first met in 2006 while collaborating on runway accessories for Cynthia Rowley in Hong Kong. Bhava is named after the designers' shared devotion to purity and consideration for others, the highest form of Bhava.
Francisca has come to Spain to visit some retailers with Beiñ. In these days Francisca has known how fashion industry works here and she wants to come back very soon. Now we are going to talk a little bit with her about fashion industry, spanish fashion and much more.
Why did you decide to manufacture in Spain?
In NY I am a member of a small SHOEMAKING group with many industry professionals. Several of the members had mentioned the high quality of the Spanish footwear industry, and their positive experience. I started asking around my contacts and was able to be introduced to several factories which I will be starting to produce with this Fall for a high quality black label range in the Bhava assortment.
What are your favorite textiles to manufacture?
Bhava is a brand that puts ethical sourcing of local, artisan, and eco-conscious materials at the fore front. For our next collection we are very excited to introduce new textures and hand painted details that the market has not yet seen in footwear. We are always looking to break through boundaries of "traditional" footwear materials and introduce artisan products like hand-painted exotic embossed cork, or inlays of fine locally sourced metal mesh. Every collection introduces a new idea, and is inspired but thinking outside the box for new materials from limited edition exclusive sources that have not yet been imported into the US. We've also collaborated with artisans on limited edition runs of hand woven fabric that have been very well received by customers and retailers.
"There is a wonderful sense of play and fantasy in the work or the Spanish emerging designers."
What do you think about Spanish fashion? And the spanish emerging designers?
The word that kept running through my head when I was in Madrid during fashion week and seeing the designs from the emerging designers was a subtle underlying feeling of "surrealism". It's not easy to describe , but there is a wonderful sense of play and fantasy in the work or the Spanish emerging designers. Combined with an attention to detail, knowledge of high quality fabric treatments and flawless presentation, I am very inspired by these designers and strength of the maker movement that I saw specifically in Barcelona. Several of the apparel and accessory shops had open studios where you can see the product being made right in front of your eyes. Authenticity, attention to detail, and effortless creativity are what you can expect from Spain's emerging designers.
Which steps do you think that designers must to follow to get into US market?
Before entering any market it is important to evaluate wether your product is right for each specific state and city in the the US, for example, California is very different from NY. Once you have established what city your product works best in, it is important to research the small boutiques in those cities and contact those whose aesthetic and price point are the best fit. Instagram, is very important here as well, and following the accounts of the local based retailers will give you a good idea of who their customer is and what are their most featured products are. Having a line sheet priced landed, in US dollars will make it easier for boutiques to see if your product will fit in their assortment. Most important is to put yourself in the boutique owner's feet and imagine how best to communicate the differentiating factors that your product brings to market that no one else can compete with. Fashion is about what is new, you should be excited about presenting your collection and clear on why you think you can add value to their store.
"The US is one of the largest consumer economies, and in a luxury price point demands the high quality and attention to detail that can be found in Spain."
What do you think the US market offers to fashion designers?
I see two things happening in the fashion industry right now. Opportunities for niche designs are opening up as e-commerce has increased the variety of choice that is available. In some ways, niche shopping is creating mini-communities supporting indie designers, these seem small, but because of the increased international visibility of all designers all around the world there is an increased audience. Some things are getting very small and specific , while others are growing and increasing. The US is one of the largest consumer economies, and in a luxury price point demands the high quality and attention to detail that can be found in Spain, because of this there is a demand for European made quality not just in the US but increasingly in Asia and other parts of the world that are looking to differentiate their assortment with authenticity and the centuries of craftsmanship that can be seen in countries like Spain.
What do you think about Beiñ team & work?
I have known the Beiñ team for a few years now as we have collaborated on events and now through my work in Spain. Gloria and her team have always impressed me with their professionalism, positive attitude, and attention to detail. From an event flyer to organizing meetings, every detail and logistic is carefully planned to ensure success. I highly recommend Beiñ for their experience, hard work, and the genuine passion that they put into every project.