© INSTAX FUJIFILM BY PABLO ERROZ
SICKY SELECTION →
INSTAX FUJIFILM BY PABLO ERROZ
JUNE 24, 2021 → WORDS JESÚS S FERRERA
One of Pablo Erroz’s main premises has always been multidisciplinarity -together with deseasonalisation, individuality, genderlessness and sustainability-. True to this, and on the occasion of the presentation of his new collection, they’ve launched a collaboration in which photography -one of the artistic disciplines intrinsically linked to fashion- takes centre stage.
Pablo Erroz partners with Fujifilm and Instax to create the limited edition of SQ1 Instax cameras, and they have become one of the most acclaimed accessories of his Non-Seasonal 2022 presentation -which took place a few months ago at MBFW Madrid-.
We spoke to the designer to find out how it all came about and to understand his relation with photography. What we do agree on is that Pablo Erroz’s universe is exciting, ubiquitous and revealing.
INSTAX FUJIFILM BY PABLO ERROZ ↓
How did the collaboration between Pablo Erroz and Fujifilm come about?
Fujifilm and Pablo Erroz are united by many things. From the love for fashion, photography, multidisciplinary design... To the importance of renewing ourselves day by day. A good example of it is Instax, the edition of instant cameras in which we have collaborated. We met at the end of 2019, just before the pandemic... And from that moment, we saw that we had a great connection and that it would be interesting to partner. 2020 passed and in 2021 both brands were clear that it was time, despite everything, to bet strongly, to go to market with new value propositions and not to be afraid. We felt it was the perfect time to take the plunge. And just like that, it happened. We have enjoyed the journey to get here and this has become just the beginning of a beautiful and long friendship.
Fashion has always been intrinsically linked to photography, but for what purpose did you decide to join this discipline in an even more obvious way?
I always say that everything is connected, even more when it comes to artistic disciplines. Since a long time ago, we realized that it was important to create a tangible brand universe, so we could reach a wider market that grew up thanks to the synergies and to link disciplines. I know that we work in a brand that not only is global, but it is also multidisciplinary. It is about connections, unions, bonds, emotions... Photography and fashion has always gone hand in hand, in fact, one can not be understood without the other. That’s why we’ve got the perfect match, in the most organic way. Linking DNAs and going deep into bonds. It is about branding, but at the end of the day, it is also about synergies and adding value.
What is your relationship with photography?
Photography is a key point in how we communicate our product and brand image. The essence, the feeling. It has always been fundamental for us to be surrounded by like-minded photographers, with whom we succeed to capture the result we were looking for. Often and increasingly, incorporating new techniques through experimentation in photography, which is a living and constantly evolving profession, like our sector and design in general. I see photography as something intrinsically linked to our work, that leads us to connect and to get our message across in a deeper and more aspirational way.
Snapshot photography brings a nostalgic touch in an absolutely digitalized world. Do you also take this nostalgic approach in your creative work?
Yes, I always try to enhance the importance of humanizing in our sector, the importance of recovering trades, traditions, techniques. Not only reminding them, but also keeping them alive, actual, or even reinventing them. I believe that the magic of the analogue and the nostalgic is fundamental in the digital era, as a complement. When we succeed to link both is when we create the magic. We always try to transfer our work to photography by working with renewed, updated classics, thus managing to provide added value and differentiation without ever losing focus or our essence.
© INSTAX FUJIFILM BY PABLO ERROZ
SICKY SELECTION →
INSTAX FUJIFILM BY PABLO ERROZ
JUNE 24, 2021 → WORDS JESÚS S FERRERA
One of Pablo Erroz’s main premises has always been multidisciplinarity -together with deseasonalisation, individuality, genderlessness and sustainability-. True to this, and on the occasion of the presentation of his new collection, they’ve launched a collaboration in which photography -one of the artistic disciplines intrinsically linked to fashion- takes centre stage.
Pablo Erroz partners with Fujifilm and Instax to create the limited edition of SQ1 Instax cameras, and they have become one of the most acclaimed accessories of his Non-Seasonal 2022 presentation -which took place a few months ago at MBFW Madrid-.
We spoke to the designer to find out how it all came about and to understand his relation with photography. What we do agree on is that Pablo Erroz’s universe is exciting, ubiquitous and revealing.
INSTAX FUJIFILM BY PABLO ERROZ ↓
How did the collaboration between Pablo Erroz and Fujifilm come about?
Fujifilm and Pablo Erroz are united by many things. From the love for fashion, photography, multidisciplinary design... To the importance of renewing ourselves day by day. A good example of it is Instax, the edition of instant cameras in which we have collaborated. We met at the end of 2019, just before the pandemic... And from that moment, we saw that we had a great connection and that it would be interesting to partner. 2020 passed and in 2021 both brands were clear that it was time, despite everything, to bet strongly, to go to market with new value propositions and not to be afraid. We felt it was the perfect time to take the plunge. And just like that, it happened. We have enjoyed the journey to get here and this has become just the beginning of a beautiful and long friendship.
Fashion has always been intrinsically linked to photography, but for what purpose did you decide to join this discipline in an even more obvious way?
I always say that everything is connected, even more when it comes to artistic disciplines. Since a long time ago, we realized that it was important to create a tangible brand universe, so we could reach a wider market that grew up thanks to the synergies and to link disciplines. I know that we work in a brand that not only is global, but it is also multidisciplinary. It is about connections, unions, bonds, emotions... Photography and fashion has always gone hand in hand, in fact, one can not be understood without the other. That’s why we’ve got the perfect match, in the most organic way. Linking DNAs and going deep into bonds. It is about branding, but at the end of the day, it is also about synergies and adding value.
What is your relationship with photography?
Photography is a key point in how we communicate our product and brand image. The essence, the feeling. It has always been fundamental for us to be surrounded by like-minded photographers, with whom we succeed to capture the result we were looking for. Often and increasingly, incorporating new techniques through experimentation in photography, which is a living and constantly evolving profession, like our sector and design in general. I see photography as something intrinsically linked to our work, that leads us to connect and to get our message across in a deeper and more aspirational way.
Snapshot photography brings a nostalgic touch in an absolutely digitalized world. Do you also take this nostalgic approach in your creative work?
Yes, I always try to enhance the importance of humanizing in our sector, the importance of recovering trades, traditions, techniques. Not only reminding them, but also keeping them alive, actual, or even reinventing them. I believe that the magic of the analogue and the nostalgic is fundamental in the digital era, as a complement. When we succeed to link both is when we create the magic. We always try to transfer our work to photography by working with renewed, updated classics, thus managing to provide added value and differentiation without ever losing focus or our essence.