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Mamá Hungara is an audiovisual production company based in Buenos Aires that creates original content for everyone . Its team is made up of professionals from all over the country, specializing in creating impactful ideas. This new generation of talented producers, directors and artists were encouraged to bet on international success. They made a short film that became the protagonist of Paris Fashion Week, one of the most important fashion and design events in the world. The production was directed by Hernán Corera. The short film shows the autumn winter collection by designer Juan Hernández Daels.
Daels is a ready-to-wear brand that puts in tension the Belgian-Argentine heritage of its creator. Juan Hernández Daels is a Belgian-Argentine degree in Fashion Design with high honors from the Royal Academy of Fine Arts in Antwerp. Its creative universe combines sharpness and elegance with comfort and comfort. Each of its collections seeks to generate continuous innovation, accompanied by a multicultural background as a source of inspiration . Daels seeks to tell stories through the clothes she creates, in which she combins her Flemish heritage with her Argentine education. Thus, it values the traditions and native materials of Argentina in an avant-garde aesthetic.
In the case of this 2021 collection , the proposal is closely linked to traditional gauchesca clothing. Although, always with innovation as a flag, the designer uses these symbols in a satirical key . It modernizes the tradition of boleadoras, rastras and gaucho pants , which merge with the urban and eclectic chaos of Buenos Aires . In addition, it seeks to give real value to the multiplicity of multicultural references that Argentina constitutes beyond the unique imaginary of gaucho and La Pampa.
The collection called “Syncretico” starts from the concept of the double cultural heritage antagonistic both Belgian and Argentinean of the brand. This tension aims to deconstruct, rethink and give value to the roots of the country : the use of leathers , latex and vinyl materials. In addition to leather the novelties are presented in neoprene, cotton poplins and Italian silks . The color palette runs through black, pink, white, beige and red. About his work, the artist stated:
“ We want to highlight and enrich Argentine traditions, materials and attire typical of Gaucha and Pampean culture, but with a satirical spirit, not solemn or c othumbrista, urban and youth. We believe Argentina is much more than the caricature of a gaucho and a horse , we have multiple layers of amazing and hybrid influences that go far behind, from ancestral cultures to Italian and Spanish immigrant influences that make our culture rich and eclectic.”
To present this innovative collection, Daers chose the Hungarian Mom team. “ Paraíso” is the name of the audiovisual production directed by Hernán Corera. The video attempts to reflect that hybrid and heterogeneous essence that moves between Argentine and Belgian traditions. This is a multidisciplinary collaboration that seeks to reinforce the concept of Creole surrealism.
The plot happens around the dispute of a bocce match inside a chapel. A very Argentine tradition, which in the short film is crossed by a sort of magical realism. Each avatar seeks to twist his fortune with mystical powers . But the protagonist of the short is a song: “En que nos seememos seememos”, a song of Spanish folklore that Maria Elena Walsh popularized in 1958 . In the production is played by Vida Spinetta and Virginia Correa Dupuy, who steal the attention of all the characters and competitors of the tournament. In addition, the short film also features the presence of Fabian Serna, Champion of Malambo at Laborde 2020.
With the argentinity of leather , interspersed with the dyes of mystery and darkness , this short presented the famous 2021 collection. And, with his excellence, he toured the whole world, leaving the viewers surprised.
Publication Date: 22/04/2021
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