The Importance Of Experience In Fashion

Lighting, floor design, scent. It all matters - and these Latin American brands do it best.

Hi lovely TLL readers!

I'm back after a week of not posting - as expected, midterm season was a little hectic and I spent my time studying, going to work, and turning in projects and papers. Anyhow, I knew this was going to be the next article and was SO eager to write and publish it. It's a topic I am passionate about - visual merchandising, store design, and customer experience. I describe myself as a self-taught connoisseur on all things related to visual appeal and store layout. I mean, I love shopping partly because of the experience, and I'm sure most of you would agree that doing so at aesthetically-designed spaces makes it so much more satisfying.

Well-designed places provide a comprehensive experience for the shopper; from music to lighting, every minor detail comes together to make it fun. Additionally, aesthetics are chosen with the brand and merchandise in mind, and are representative of the brand's personality. It's about creating spaces that don't look empty, uninviting, or whose lighting makes you feel like you're shopping in a public bathroom (oops).

Here's a short curated collection of #Latinbrands that are experts in crafting experiences. Since there are SO many Latin designers and brands that value experience and craft stories from their pieces and collections, I'll be updating this piece with more good design.

Images courtesy of @lotodelsur on Instagram.

Oh so dreamy Loto del Sur - a beauty brand that feels like home (if home was a Parisian apartment and our bathrooms looked this fancy). But one can dream, right? This is exactly why Loto del Sur's design and experience work. Through lighting, classy interiors, and a captivating assortment of smells, this Latin brand transports you. All of a sudden, you've got a coconut and lime lip balm, two candles (each with their own regional scent), and a Mimosa body mist in your hands, and your mind is in Paris. Or Cuba. Or any place you've been dreaming to visit. Design is that powerful, and Loto knows how to use it. Also, who doesn't love a Pablo Neruda quote?

All images from @eugeniafernandezofficial (IG)

To the right is a store opening held by Eugenia Fernandez for her new collection, The Island. Dubbed a brand "from the Colombian tropic," Eugenia Fernandez knows exactly how to recreate the feeling of being near the sea, and her newest store opening confirmed that. She managed to infuse her store with that upscale beach-y vibe we all dream of in the summer. Her shirts, alluding to the designer's tropical background, were accompanied by flowers commonly found in the Colombian coast, as well as an eye-catching sangria and the perfect snacks: nuts inside real coconuts. Palms and other tropic-inspired adorned the store, and the event-goers were able to experience the collection (The Island) in the most immersive way.

Credits to @noralozza's IG.

We've talked about Nora Lozza, the leather-shoe staple you need if you like modern styles, classic materials, and quality craftsmanship. Lozza's brand has also ventured into accessories, creating state-of-the-art belts (something like you've never seen before), sleek bags, and wallets/passport holders/computer sleeves. Sign us up! Her new collection is meant to be fun, and thanks to the LEGO pop-up, it is definitely memorable. The pops of color, emoji patches, and a myriad of base options to choose from made for a fun night of customization. Guests had the chance to learn about the brand, its newest line, and walked away with a meaningful item, a product of their personal style and creative design talent. The brand flooded my Instagram with stories of behind-the-scenes networking and fun, care-free designing that emulates a child with a LEGO box. #MyNoraLozzaLego was able to create the type of event that goes beyond the typical collection launch with lots of standing and observing, instead opting for a more hands-on approach and intimate setting that expresses their brand identity and customer-oriented values. They're planning on holding more pop-ups, in part because their followers asked, and in part, because isn't that the whole point? Increasing customer loyalty and - given that every customer walks away with their new favorite accessory - an organic growth in brand visibility. I love NRLZ!

That's it for today lovely #TLL readers! I hope you come back here for more, as I'll be adding the best of immersive experiences, eye-catching pop-ups, and more! All in true #LatinAmericanstyle - authentic, vibrant, and fun!

With love and until next time,

Isa