Fiorella Pratto is an eco-friendly designer whose priority is to cut down on environmental impact as much as possible. In addition, she supports a voluntary association in Peru – her hometown and the place she gets the fabrics from. She reminds us that the proper use of natural resources is a worldwide concern, and that acknowledging that will help us understand how the production process of the garments we wear takes part in the fashion industry, trying this way to get more people involved and letting them think for themselves.
Your education focused on architecture, and interior and furniture design. Did you actually get to work in those areas?
Absolutely, I have worked on several integral projects both in Spain and internationally, from the initial conceptual and design stages till the final execution of the works.
So when did you realise you preferred to lean towards clothing?
I love interior design and I will surely continue creating, but at this point I am more focused on establishing this fashion brand that will keep me linked to my Peruvian roots. After analysing Peruvian natural fabrics and having an eco-friendly mindset, I thought that this could be a new and challenging project.
People and the planet are just as important as profits, and are at the forefront of your principles. What do you think about the origins of textile and the “made in” importance?
I think that nowadays it is absolutely necessary that we all contribute towards being more sustainable in as many ways as possible. To create garments with 100 % natural fibres has been an interesting project for our team, and we are very proud about the results!
Are customers concerned or appreciate the process behind the price tag?
I think there are two types of people: those who value quantity and those who value quality. This is obviously a simplification, the relationship is quite more complex. Our brand’s target are those customers who value and demand quality, but we also want to incorporate the rest, change their mindset and show them the benefits of high quality, eco-friendly fashion garments. When treated properly, natural fibre garments like baby alpaca can last many years. They are also very comfy and warm.
You are in touch with the Ruwasunchi association, owned by a close friend of yours who is the founder, director, and a dedicated social activist. Were you a member before starting your own brand, or did you decide to embark in it simultaneously?
I have always wanted to help and contribute towards my Peruvian roots in some way, and being able to help these women through the brand is the perfect opportunity. I have been a keen follower of the social work of an old friend of mine for many years, and I must say I feel very happy to be a part of this cause.
What would the ideal behaviour from both designers and consumers be to make the industry less damaging?
We have to be more conscious that today’s world needs us to be more eco-concerned and sustainable by all means possible. Economy and environment can definitely coexist. The fashion industry is constantly changing. If both consumers and designers –and the industry as a whole– tend towards fairer, sustainable practices and processes it will be to the benefit of all.
Fiorella Pratto is quite recent – how do you want to make it known? What are your plans?
The brand was only launched this month! We are very happy and grateful for the positive feedback. Apart from our showroom in Madrid, for the time being our sales are exclusively online on our website. We are considering future collaborations with multi-brand establishments so that our customers can appreciate and feel the quality of our collections first-hand.
