Where is the lace on the XXX Mostra poster?

Recently released this 2020 and we have already entered the 30th anniversary of the Camariñas Lace Fair, so this year had to be special, striking and groundbreaking. In short, we had to give a 360º turn to what we had been doing in terms of visual marketing. Let's go there then to reveal all the secrets of where the lace is found in a suit as elegant as the one worn by Damián Álvarez in the spot of the XXX Camariñas Lace Fair.

Once everything we wanted to do in terms of the ad and promotional poster was planned and structured, we got to work to dress the selected model for Sunday, who could not be other than Damián Álvarez, an international model and of course, from the Costa da Morte.

Various quality men's suits were evaluated, but the search was for one that was truly elegant and that did not have a very shiny fabric but was not opaque either and that did not look, as is often said, like an orchestra singer, because that was not what was being sought for this occasion. And we found it in the impressive stock that the impressive men's fashion store has. Alonso Fashion of Carballo.

Knowing in advance what the creative team wanted to convey with the poster of the XXX Mostra do Encaixe, they thought of multiple lace designs that could adapt to the chosen outfit. But something elegant, captivating and that was a typical lace of the area, typical of Camariñas, was needed, but that did not lose the touch of craftsmanship characteristic of the Vila das Palilleiras. So the selected lace was the one popularly known in Camariñas as the “Accordeón”, due to the similarity it has with the bellows of that musical instrument.

This work is a particular case, because we cannot say that it is a lace itself, with its foot, center and lace, but rather a whole set, since its sticks are intertwined from the right end to the left, all running, giving the final shape composed of horizontal parallel “bars” of whole pairs, separated by rows of whole pairs of diamonds turned upside down joined together.

All the lace made to dress our model, the top model of the Costa da Mortre Damián Álvarez, was made in the same way: with a typical Camariñas pillow, with boxwood chopsticks, with the hand-cut design on laminated cardboard and with the characteristic art of our Camariñas. Black metallic thread was used, bringing an elegant, captivating and modern shine to a lace of classic and traditional design.

The lace could be used on the suit itself, but it was thought that it would be much more versatile to apply it to accessories, to give everyone who saw both the advertisement and the promotional poster ideas for their own clothing and also to demonstrate that Camariñas Lace is not just a women's thing.

Finally, it was decided to make the shoes, the birdcage, the cufflinks, the sash and the cloth for the lapel or flap in Spanish. Both the shoes and the birdcage were given an exclusive design to adapt it to the desired shape, but using the same traditional design of the “Accordion”. On the other hand, the cufflinks, made of sterling silver, were laced with the help of a press and the sash was personalized by applying lace with natural wild silk.

Finally, and not least, we wanted to change the model of the cloth for the lapel, as the typical thing is to use a cloth as such, made of lace or fabric, without anything more, but we wanted to do it completely, and used two sheets of black cotton lace placed in the folds that form the cloth, a small detail, but totally different from anything seen to date.