It is said that “slow and steady wins the race,” and in the case of Luna Del Pinal the phrase couldn’t be more fitting. Founded in 2017, Gabriela Luna and Corina del Pinal left their previous high-fashion positions, joined forces and names to establish their womenswear and lifestyle label that prides itself on slow fashion and traditional artisanal techniques.
Forging relationships is an integral element of Luna Del Pinal, perhaps just as important as designing garments. Since day one, they have worked directly with marginalised communities in Guatemala to protect textile techniques close to being lost, as well as showcasing such talent on a global stage allowing these communities to feel a sense of empowerment in being celebrated for who they are and what they do.
The label’s incredibly vibrant and eclectic designs are imbued with the spirit of traditional Latin American culture, stoking it alive for future earth dwellers. It’s funny that in an industry that prioritises creating at a rapid pace to find success, Luna and del Pinal found prosperity in leaving that pattern to forge a new, more authentic orbit. In our conversation with the founders, we speak about reevaluating the fashion cycle and a new ticket to success, taking it slow.
You both started working with other fashion designers, such as Christopher Kane and JW Anderson, before Luna Del Pinal. How have these past experiences shaped your present?
Every fashion house has its own way of working and it was incredible to see how each one created their own universe. Of course, this helped us shape our own Luna Del Pinal universe, through sampling processes and gathering various perspectives from different creatives.
After gaining experiences in those companies, you went on to found your own. What prompted the decision? What is the origin of Luna del Pinal?
It was a moment in which we both felt completely over-worked, and we needed a change. We decided to quit our jobs and travel to Guatemala for a weaving course, we had an urge to learn new skills that had nothing to do with the fashion world we were familiar with. We were working with our hands and natural materials, which at that time was a real contrast from what was going on in the larger fashion landscape. We ended up with amazing samples, and the chance to be part of a showroom in Paris arose just in time. We jumped at the opportunity without thinking twice and that’s how Luna Del Pinal started.
We loved working with artisans and learning about the process of making textiles in ancient techniques, but it wasn’t until we sold our first collection that we had a moment to think about what it all meant and realised we were creating a company that was socially responsible and eco-friendly.
We loved working with artisans and learning about the process of making textiles in ancient techniques, but it wasn’t until we sold our first collection that we had a moment to think about what it all meant and realised we were creating a company that was socially responsible and eco-friendly.
Would you consider your relationship to be an integral basis of the brand?
Yes, we are both very different and it’s great that we have different opinions, and we challenge one and other often. Although, we also have incredible harmony when it comes to working as a team and having the same vision. These contrasting factors is what makes Luna Del Pinal.
The act of showcasing and working alongside communities nearly forgotten is very important to the brand, why did you initially want to do this?
For us, the quality and durability of handmade pieces is a lost luxury in clothing. We both valued and bonded through the appreciation of our mums and grandmothers’ wardrobes, so we wanted to bring this luxury back to fashion. The idea of artisanal textile techniques dying out around the world was heart-breaking and we wanted to make an honest contribution to maintaining this rare art.
“The idea of artisanal textile techniques dying out around the world was heart-breaking and we wanted to make an honest contribution to maintaining this rare art.”
What was the journey to finding these marginalised communities and working with them? And, if you can share, do you have a particular story that affected you deeply?
Every trip we made to visit artisan associations was a surreal adventure, Luna Del Pinal was shaped through those moments. There was one instance that had a large impact at the beginning of one of our first productions. Lucas, who was a hand weaver we were working with, had told us that there was going to be a substantial delay as someone in his village had sadly passed away. We were touched and surprised that the whole village stopped everything to celebrate and mourn a community member.
This not only forced us to reflect on our personal relationships and priorities, but we also had to re-visit our original business model, taking into account these situations that were rather foreign to us in a workplace environment. At Luna Del Pinal we embrace and prioritise the culture, traditions and way of life of the artisans that manufacture our fabric and clothes.
This not only forced us to reflect on our personal relationships and priorities, but we also had to re-visit our original business model, taking into account these situations that were rather foreign to us in a workplace environment. At Luna Del Pinal we embrace and prioritise the culture, traditions and way of life of the artisans that manufacture our fabric and clothes.
How do these communities benefit from the partnership? And on a global scale, do you think working in this way will contribute positively to the world and encourage others to do the same?
Corina: I am proud to say that communities have grown with our partnership, artisans and their families are gaining financial stability and using technology to communicate and work more efficiently. We also work with women who are sadly victims of domestic abuse, supporting them on a journey to find economic independence through artisanal hand work in a safe environment. We hope to encourage more designers to work like this and bring artisanal textiles to light. It’s beautiful to see how artisanal work is gaining more traction and appreciation around the world.
Gabriela: I think we challenge each other with how differently we view textiles, which is also a reason why a lot of artisans can continue weaving and exploring various routes of creativity. Traditional weaving and artisanal textile making is very different to Luna Del Pinal’s end fabrics, so working together pushes traditional methods forward.
This is a dying art, and we are extremely fortunate to be able to work how we do. Globally, this will absolutely have a positive effect on our world: it’s an eco-friendly way of producing fabric, we have noticed a wider appreciation for handwork and people becoming more conscious of the importance of consuming less and valuing our items more.
Gabriela: I think we challenge each other with how differently we view textiles, which is also a reason why a lot of artisans can continue weaving and exploring various routes of creativity. Traditional weaving and artisanal textile making is very different to Luna Del Pinal’s end fabrics, so working together pushes traditional methods forward.
This is a dying art, and we are extremely fortunate to be able to work how we do. Globally, this will absolutely have a positive effect on our world: it’s an eco-friendly way of producing fabric, we have noticed a wider appreciation for handwork and people becoming more conscious of the importance of consuming less and valuing our items more.
As well as the communities in Guatemala, would you like to explore other artisanal techniques around the world?
Corina: We are constantly searching for artisanal techniques from around the world, discovering new ones is a passion of ours. For now, we are concentrating on Guatemala as a region because the process of production with artisanal techniques takes years of hard work to establish and perfect.
Gabriela: For now our focus is Guatemala as there is so much inspiration and talent here. We eventually aim to also visit Peru, Colombia, Southeast Asia and India. So many places still employ traditional fabric making techniques and we would love to be able to implement them all into Luna Del Pinal one day.
Gabriela: For now our focus is Guatemala as there is so much inspiration and talent here. We eventually aim to also visit Peru, Colombia, Southeast Asia and India. So many places still employ traditional fabric making techniques and we would love to be able to implement them all into Luna Del Pinal one day.
There is an emphasis on “uniting tradition and modernity.” How do these two elements inform your creations when working with these communities? And what does the creative process look like when uniting these two elements in both the pieces and yourselves [Luna del Pinal and the communities]?
It’s an everyday way of thinking for us, constantly looking for a modern angle of traditional techniques, always searching how to make something traditional work in today’s world. The creative process varies depending on the artisanal technique, you must completely understand the process in order to re-design it. This could be as simple as changing colours, simplifying patterns or minimising thread counts.
Would you say that, due to the brand’s focus on textiles as well as design, the pieces produced are more sentimental and precious?
Yes, absolutely! Each of Luna Del Pinal’s pieces is uniquely hand made. We can’t cut two garments at the same time, so each one is moulded and made individually, making each item sentimental and precious. A great example is the Momostenango blankets: We cut them to make our outerwear, each blanket is individually woven and then washed in natural thermal water in a river, which is a forty-minute walk away. The washing process is a ceremony itself that takes up to two hours. Brushing is the final step to finish this textile, which takes between three to five hours. Only two families in Momostenango specialise in this particular technique, perfectly showcasing the precision and love that goes into each item before even being cut.
What are the pillars of the brand? And how are the pillars demonstrated through your pieces?
Artisanal, preserving traditional textiles, transparency, social justice and community. These are demonstrated in every step of the process, from the design of the cloth to the artisan that produces it. We are strong believers for brand transparency, which is why we share with our customers the manufacturing costs and regions of each Luna Del Pinal piece on our website. Women supporting women has always been a key factor for us; by mainly employing women in these communities, we aim to help them find economic independence.
“With consumers wanting faster fashion more often than ever, Luna Del Pinal wants to encourage customers to re-learn how to love and appreciate clothing.”
At its core, fashion is incredibly fast paced in both mainstream and luxury fashion when considering the fashion cycle and the production of pieces. However, it seems that Luna Del Pinal transgresses against industry norms. Why is it important to rebel against the powerhouse that is the fashion industry?
It seems the fashion industry has forgotten about the origins of textile and its roots; the industry praises micro-trend cycles pushing consumers to constantly buy more. Our relationship with fashion comes from the love of good materials and great personal style. We believe the industry is overly saturated with the same kind of fashion. There was no point for us to do the same, it’s important to evolve within the industry to influence where we want to see it.
With consumers wanting faster fashion more often than ever, Luna Del Pinal wants to encourage customers to re-learn how to love and appreciate clothing; it truly is a luxury to wait for something to be quality-made especially for you.
With consumers wanting faster fashion more often than ever, Luna Del Pinal wants to encourage customers to re-learn how to love and appreciate clothing; it truly is a luxury to wait for something to be quality-made especially for you.
In the past few years, shopping second-hand and vintage has been quite trendy, but then there has also been the rise of fast-fashion brands such as Shein and the use of TikTok shop. Do you think the fashion industry is beginning to reform or is it going backwards?
It’s both reforming and going backwards. Companies like Shein have business plans to double sales in short periods of time and they are only going to keep growing unless there are more regulations in place. At the same time, it is also starting to reform. Since we started Luna Del Pinal, we have seen a change in consumers behaviours towards eco-friendly and socially responsible brands but we know that we are long way away from this being a majority.
As the brand grows, how will you face challenges from the fashion industry (that do not prioritise slow fashion and sustainability)?
Mark downs are a challenge we have always faced, as all our pieces take a long time to make and are individual one-of-a-kind garments. Our deliveries are tight, so this also means that our product only lives on shop floors for a very short period before their price is reduced. However, until now we have faced every challenge in the best possible way and being transparent has really helped. The fashion industry challenges are what have helped shaped us.
What do you hope that people take away from the brand and the message you are trying to share?
There is no need to compromise style for values, being sincere is so much more interesting. Having a unique personal style is stylish in itself. Hopefully to also understand the length that buying one of our pieces goes to, towards maintaining artisanal practices alive in a world where everything is rapidly being industrialised.
What is next for Luna Del Pinal?
There’s a lot going on with us, we are now a women’s, men’s and lifestyle brand so there is a lot of expansion happening… Stay tuned, it will be exciting!
