"We want people to see who is really behind this work. This is fashion rooted in Ancestry, Culture, and Heritage".

Before the garment hits the runway, there is a story. One told by the hands that stitch, weave, and shape it. Beyond creating collections, designer Juan Pablo Socarras wanted to honour the people behind them: the artisans whose work gives each piece meaning.

A name with meaning: Historias Hechas A Mano (Handmade Stories) reflects the brand's soul, where every piece carries the voice and spirit of its maker.

Messaging that centres on the makers: I crafted language that speaks with respect and clarity, ensuring the artisans, their heritage, culture, and skills were never just part of the background.

A visual story that connects: The continuous thread became the anchor. A subtle but powerful symbol, echoing the act of stitching, in both fabric and storytelling.

Visibility beyond fashion: A collaboration with Coca-Cola gave these stories a stage through a documentary, a reality series, and a major fashion show across Latin America.

Physical touchpoints with a message: Business cards and shopping bags carry the same thread, wrapping around the object as a reminder of the hands behind every creation.

A digital space with integrity: Online, I kept the thread running, leading the audience to the artisans' work, always pointing back to the people who made it possible with their skill and ancestral wisdom.

https://www.brandblahblah.com/historias