Interview with fashion designer RUBÉN REYES, former student of IADE Escuela de Diseño.

Rubén Reyes (IADE Class of 2012).

Personal data: Vitoria in 1989, studied fashion design at IADE Escuela de Diseño.

Own firm: Rubén Reyes RR.

Awards: Considered the revelation designer in the Pais Vasco fashion catwalk 2014.

​What was your main motivation to launch your own brand?

I have been in fashion since I was 17 years old, I have worked and collaborated with great designers and firms, but I always wanted to get to design myself. I think there is no greater satisfaction than seeing what you have in your head come to life​.

​What do you like most about the whole process?

I like designing, it's the way to express what I have inside me. I start with a research stage. From there, I sketch, draw and don't stop until I find the line I want to achieve. I love this creative stage.

Finally, I create the patterns and send them to manufacturing, to see how the designs come to life.

​What would you highlight about RR?

It reflects a style that does not follow fads, it lasts over time while meeting the needs of today's woman in her daily life. Garments: VERSATILE, ATEMPORARY, TRANSFORMABLE, ELEGANT and EXCLUSIVE. Our mission is to enhance the personality of each woman through simple garments. The message she wants to suggest with her designs is: sophistication and harmony, thanks to the help of the concave and converse shapes she uses in her designs.

A "prêt-a-porter" taken to the street with REAL prices.

​Source of inspiration: A trip, a book, a song, the street, the city, the society of the moment.

​Your favorite garment: A blazer fitted on the shoulders, a dress that enhances a woman's body.

​A color? The color earth combined with black.

​A fabric? Neoprene, fabrics with high elastane.

​Men's or women's fashion?

I started out making men's fashion but I didn't get the success I expected... then I embarked on a very nice project creating collections for women, reinterpreting the classic male tuxedo on the woman's body in Lesmoking​. That was my starting point to the feminine approach I'm currently taking.

​Where do you see the future of the fashion world?

In my opinion, the crisis has given fashion another perspective. Low-cost fashion companies and outlets are on the crest of the wave.

​Online sales are still in their infancy. Here we still have many changes to see, from biometric devices that take your measurements so you can ​virtually try on a garment without fear of error in the purchase, to a faster way to buy from the catwalk directly to your home...

Another innovation that will take more and more strength is the ​do-it-yourself: you choose a design (made personally or by a fashion designer), and at that moment it goes to manufacture.

An exclusivity in clothing never seen before and at affordable prices if you want to have real success.