Published 28 August 2013
Avant-garde and singularity. These two words symbolize the creations of the young Paulista fashion designer Renan Serrano, who successfully combines simple shapes with technical complexity.
Following a very specific experimental approach, Renan’s quest as a designer is innovation and experimentation. As leader of a new and booming—yet still very confidential—Brazilian creativity, Renan talked to us about his inspirations and creative convictions.
How did TRENDT come about?
I wanted to create my own collection from very early on, when I first started fashion school in Sao Paulo. At the time I didn’t have a precise idea of the concept, but I knew I wanted to create something really different from what already existed in Brazil, far from mass consumption and the big distributors.
So TRENDT was born from the desire to stir things up and break with the existing codes. To create garments complex in their making, while remaining easy to wear. My creations are universal and trans-generational—they are just as much aimed at a 70 year-old woman as a 20 year-old man.
In a nutshell, how would you describe TRENDT?
TRENDT’s DNA is transparency—revealing and concealing the body’s shape—a Brazilian paradigm in all its splendor!
Where do you find your inspiration?
The paradox of minimalism and profusion, complexity and simplicity has always fascinated me. And my collection is imbued with this influence—very simple in its shapes and colors (Renan uses almost exclusively black, white and gray), yet complex in its cuts and technique. The aim is to showcase unique details and textures in basic, ample shapes. Friends and family are also a major source of inspiration for me—I test all my creations on my wife, my friends and family or myself.
When you created your label was it with the idea of standing apart from more conventional Brazilian creation?
To say that I’m radically different from other Brazilian labels or designers would be a little presumptuous on my part. My creative approach is simply to express my own point of view and the way I see the world. As soon as I see that my creations are becoming too “in fashion” I stop and start a new creative process. Innovation is the main driving force behind my collections.
How is TRENDT perceived in Brazil? How do consumers react to your creations?
When I began two years ago, I had no financial support and very little public. My creations surprised, but didn’t necessarily please. Today, we are a team of six working in Sao Paulo, where I have the feeling that consumers are more open to alternative creation. There have been a lot of changes in Brazil over the last two years.
Your graphic signature lies in a particular technique you use for your collections. Can you tell us a little about it?
With the same innovative, anti “fast fashion” vision in mind (the production cycle of a piece can take up to a year), I use a “burn out” technique that consists of burning the fabric using a specialized machine. It’s a very painstaking process, as it can be a matter of a second too long, and the piece is completely burnt and unusable. But it’s also that risk that interests and stimulates me—it’s part of my creative approach.
Renan Serrano – http://trendt.com.br/