venero
ORGANIC
Febrero 2020
Art Direction / Styling
During my time at Michell & Cia, I had the opportunity to lead the art direction for the new collections of its retail brand, specifically the Organic Line, distinguished by its certified GOTS materials. My approach to this collection was rooted in an immersive understanding of its natural environment, focusing on the intangible elements that shape its identity. I sought to convey the essence of Arequipa—the purity of its untouched landscapes, the fresh air, and the inherent beauty of its natural elements, such as the virgin Culebrillas quarries. These elements became the sensory foundation for the art direction.
Through color, texture, and form, I worked to translate the feeling of the landscape into visual concepts. The shades of earth, reminiscent of the stone and quarries, became central to the palette, while the raw, tactile quality of the materials was mirrored in the textures chosen. The goal was to evoke a deep connection with nature—capturing not just the visual aspects but the very feeling of being in that environment. Every detail in the art direction aimed to communicate the organic and sustainable ethos of the collection, while also paying homage to the natural beauty that inspired it.







