Por Sara Hernando
Berta Bernad has a new project, stubborn. A fashion firm with which she is willing to conquer all those, disenchanted from the Fast Fashion industry, who seek to shape a sustainable closet over time. “We don't want to be a brand that has a boom and disappears. We want to do something that makes sense. We know very well who we are going and we believe that there is still a place for a brand that creates practical and good quality garments so that people can gradually form a good closet fund, ”explains what was one of the first influencers Spanish with international projection. Although in 2017 she suddenly decided to close all her social networks, Bernad remained linked to the fashion industry as a creative director through her marketing agency: “I have always been indirectly related to this industry. Since I am 21 years old (and now I have 33) I have been in contact with fashion brands. First as an influencer and then as creative director. I do not have an insider knowledge of knowing who the creative directors of the great fashion firms are. But yes, I know almost all medium -sized by Far, Nanushka, Paloma Wool, Lisa Says Gah, etc. ”.
After the pandemic, and after giving birth to his first daughter, Berta Bernard has decided What is put on, will be a constant in the brand. But for this, you have to hit first in the choice of the garment. I think that the main problem we consume so much, is because we do not analyze well what we want before getting into the store and get carried away by the moment, or see the influencer on duty carrying something that can be fatal. This is something that you want with age. ” But Bernad not only bets to build a perfect capsule closet, but goes beyond. All garments are made less than an hour by car from his house. "When I started getting into all this, I knew from the beginning that I did not want to" have to travel "to search for fabrics, factories, etc. That I wanted to do everything from my city. And we have achieved it. Both employers and factories are less than an hour from my house. That facilitates the processes. ”
We talked with Berta Bernad about this new adventure and how sustainability is directly related to the aesthetic durability of garments.
I had been wanting to have my own brand for many years, but curiously it was my daughter's birth that inspired me to carry it out.They say that during pregnancy you have super productive hormones.I certainly entered a very creative period.It agreed that we began to leave the confinement little by little and felt the need to undertake.I was given security to think that from my marketing agency we have helped more than 50 digital native brands to carry out their strategies to sell online, but in all those cases I did not have control over the product.In Testaruda I can control the complete process, from production to the execution of photo campaigns and that makes me very happy.
I have always been indirectly related to this industry.Since I am 21 years old (and now I have 33) I have been in contact with fashion brands.First as an influencer and then as creative director.I do not have an insider knowledge of knowing who the creative directors of the great fashion firms are.But yes, I know almost all medium -sized brands by Far, Nanushka, Paloma Wool, Lisa Says Gah, etc.I like to follow that type of signatures because you also learn a lot from the culture of each country through them.What kind of content do, who are the ones who carry it, how their collections are evolving ... somehow I feel much more identified than with luxury fashion.
Testaruda is a fun, close, sexy and elegant brand.
The first thing, we do not want to be a brand that has a boom and disappears. We want to do something that makes sense. We know very well who we are going and we believe that there is still a place for a brand that creates practical and good quality garments so that people can gradually form a good closet fund. The first drop has from a cowboy to a party dress. That has been the most complicated of all, because they are completely different production processes but we wanted that from the beginning it was understood that Testaruda will be a brand that you can trust to complete your ideal closet. We study hours and hours why each garment. For example, the sweatshirt wanted it to be a sheep to replace the "black coat" that we all tend to carry in winter and to provide a touch of color to the closet. Her napa gave her that elegant touch that makes her a different piece than you can find in a mass market firm. And then, when you touch it, you realize that quality is another story.
By María JoséPérez Méndez
As many people cut the labels of the garments, we decided to put messages that will reflect our main values.The value that people repeat what they put on will be a constant in the brand.But for this, you have to hit first in the choice of the garment.I think that the main problem we consume so much, is because we do not analyze well what we want before getting into the store and get carried away by the moment, or see the influencer on duty carrying something that can be fatal.This is something that you want with age.I would tell you that especially from 30, your way of consuming is completely different, because you have already been able to make a thousand times.For that reason I think that marks are necessary for which you can trust since you can take over that they have done the previous job of thinking if that garment is worth it.Even so, everything must be proven and be sure that it is a garment that you would wear thousands of times.
The name is also related to my daughter and with me.We are both very stubborn.She is 9 months old but she already sees her.It is impressive how the character of a person can be detected from so small.I was funny to dedicate her to her and her dream that one day can inherit her.I know there is a lot for that, but it makes me happy just imagine.
A lot.For my testaruda it is an excuse to understand how the fashion industry works from within and from the beginning.That is, from the beginning when the fabric is decided.I am learning a lot with all the suppliers.Demystifying things.For example, the polyester, which has such a bad reputation (because it is plastic) if it is not mixed with other fibers, can be reused and becoming a garment again, that is, theoretically it would comply with the circular economy.
We are going to tell everything without capujos.That people understand the work behind a collection.And above all that it is not the same as you make a mass garment in Bangladesh to do your dressed a person inside our borders you are using.The first day I went to the factory and I saw that everyone had a tear fell on their stubborn.I couldn't believe that all these people were working for the project.I remember that I approached them, one by one, thanking them and looked at me with a face of astonishment.I think that today you start a project, you have to take into account this factor of traceability.Assess that these garments are made in your direct environment, gives you another value.
We have a wonderful dedal workshop.Lola, who is the employer, helps us shape the designs.I think it is important that she knows how she exists and that she can contact her anyone who wants to start her mark.Then we tried all the things about me, I am the model, and when we have the samples ready we send them to the workshop.It sounds simple but in the middle there are a thousand details and fires to turn off.A brand is not just that, then they are the boxes, the web, the photos, the buttons, the zippers.Anyway, thousands of things you don't discover until you are not realizing that you had forgotten that little detail.
For now we are about 4 people.A relatively small but very effective team.Carla Castro is the creative director of the project and has helped me a lot to shape everything.From what products to do to what the campaign would be like.I trust her a lot and we have understood ourselves very well at all times.
Our garments are around 200 euros.Maybe what difference is that it is not so trendy.We have played it by doing good high jeans, for example.Obviously you can find similar jeans in the market, but I think that when we get it to understand what stubborn means as a brand, it will not be the same, carry those same Zara pants.
We are a native digital brand.We are going to sell online through Testaruda.es and we are also very interested in digital platforms (Net A Porter is my dream) and multi -brand stores.We currently sell in three: Marmott, Mimoki and Pietra.
My illusion is to become an international reference brand.Promote this attitude.Being testaruda means being the one that goes to the end and is head as its name indicates (Testa-Dura).Investigate and have criteria to make good decisions.In addition, I want it to be a brand that makes women feel very sexy, but always from elegance, such as a good back to the air.
By Mayte out
