Vibra Beyond, the event that launched Beyond Roots’ new summer Safari collection, invaded every corner of the Fábrica de Arte Cubano, with diverse examples and exponents of Afro-Cuban culture, representative of the enterprise co-founded by Adriana Heredia.
Hilos de Vicky, Agua de marzo and Artejo also collaborated, thus consolidating the alliance between different enterprises led by women, who also market their brands through the Beyond Roots store.
The event revolved around fashion. In this sense, not only was the store present as an expo and sales space, but it also offered silkscreen prints, t-shirts and bags. This marked the official launch of the venture’s new printing service, which the brand added to its catalog of services.
Another highlight of the event was the screening of the documentary Safari Creativo, a film that recounts Beyond Roots’ previous runway show. “It was also an ovation for the partnerships between women-led enterprises,” Adriana explained.
According to Victoria, leader of Hilos de Vicky, her participation was focused on accessories. “We have been collaborating with Beyond Roots for a long time as suppliers of the store and with that, in every event they invite us to,” she noted.
She also added that the objective of each collaboration has always been to display a particular essence on the catwalk, which, although not focused on accessories that work for everyday use, do reflect its identity.
The second show focused on the combination of accessories with Beyond clothing in this new Safari collection. At the end, Hilos de Vicky presented a skirt together with Jorge Luis Calvaire that sought to represent African roots, through the use of color and the style of the garment.
“At Hilos de Vicky we are pro-partnerships and we are receptive to any collaboration. Of course, this one was very favorable because we are a small business. On a more personal level, it is always a pleasure to collaborate with this project because we feel very welcome and that we are part of that family,” Vicky added.
The power of the partnership
“It was a very atypical event. Usually catwalks are used to showcase clothes and, in this case, in addition to the Beyond Roots summer collection, the accessories of each enterprise were displayed. To enhance these pieces the models were completely dressed in black during the first show. This was something daring on our part and at first people did not understand what it was about, but we believe they later understood the message,” explains Cintia Núñez, founder of Agua de marzo.
The Agua de Marzo accessories sought to reflect the summer, through different colors. “We focused on accessories such as scrunchies and headbands to give that colorful touch and to blend in with the other projects. We combined them during the different shows,” Cintia added.
Meanwhile, Yohania Cabrera, founder of Artejo, noted that the similarity of her work with that of Beyond Roots made their partnership possible. “We established a general concept for the collection, selected colors, materials, fabrics and began to create. Then we saw how everything was coming together and how each of the designs combined with each other,” she explained.
Artejo, a small venture that designs accessories and has includes creations using African aesthetics, offered a versatile and diverse proposal as part of the event. To this end, the team also presented products for men.
“Partnerships like these are becoming increasingly necessary among different entrepreneurs and projects, because it is a way to support and make visible the work of all and obtain positive results, which I feel Vibra Beyond achieved. They give you a boost to continue,” Yohania assured.
In addition to the designers participating in the catwalk, Vibra Beyond saw the support of Patinando Habana, Emprenda Taller and D’Seda, responsible for the animation and performances throughout the night.
“One of the ideas we wanted to convey to the public was a more creative event, from a fashion approach. In that sense, the models of the D’Seda enterprise were wearing turbans and ethnic make-up, representing the brand and generating connections with those present,” Adriana told us.
“Patinando Havana seemed like a different, fun and friendly way to showcase our t-shirts and promotional materials, to interact with the public and, of course, to participate in the catwalk,” she added.
Beyond Roots sought to surprise, to show that it promotes Afro-Cuban culture for all those who feel they are the result of a beautiful mix. Different colors, diverse hair textures, innovative ways of using accessories, but above all the establishment of strategic partnerships prevailed.
“Daring to dream and create, with a great team behind the production and the support of FAC. Not setting restrictions, being open to ideas and being able to incorporate them to make the event a little bit different, we believe that these were the keys to success.”
