Vidda: Working on archives and the importance of technology

VIDDA will be exhibiting at HOMI FASHION&JEWELS EXHIBITION 16 - 19 September 2022
A dedication to sustainability, craftsmanship, design and manufacturing with the ultimate accuracy. HOMI FASHION&JEWELS EXHIBITION explores a cultural challenge, is sustainability an utopian fantasy or a possibility?

We love your collection Liberty, where was it shot?

We shot it in Madrid, in a warehouse where they have a lot of containers, they are moving merchandise from one country to another.

Are you based in Madrid?

No, we are based in the north of Spain, in Bilbao. But here in Spain, most of the fashion is in Madrid and also in Barcelona. We are especially seeing that, we shoot a new collection in Madrid every six months. 

How many collections do you launch every season?

We have around 6 collections, they can be small collections with 10 pieces, or bigger ones with 20 or 30 pieces. We always want to offer options, so in limited collections for example we use pieces in gold, silver and mixed gold and silver, but with Swarovski we usually have about four to five colours.

How long does it take to complete a collection?

We have a little factory here in Bilbao, it’s all hand made. I think around 100 hours for all the design process, to have the first sample, the production, the molds, and complete everything. The boxes and displays are handmade in Spain. And also the materials are from Spain.

What are your main inspirations?

Looking at many images, thousands of images. And we create a mood. Technology makes archiving increasingly easier. And following this obsession with images we started to produce Vidda.

Do you feel emotionally attached to your pieces?

Yes, and every year we feel even more attached, because people get to know us more, and we we are starting to sell to more countries, it’s very gratifying. It's really emotional to see our collection physically, to see that people really like what we are doing. We connect a lot with our pieces and we create them with our hearts.

I've read that you travel a lot together before creating your brand. You took many ideas on the road?

Yes, we travel a lot. We travel a lot in the United States, Canada, Paris, Milan. Travelling is very important because you see something new, you meet people and places that change your vision, they change your heart a little bit. Somehow you leave a different person.

What message do you want to transmit? 

With the Liberty Collection, we want to transmit that our pieces are unisex. Now we are trying to create more designs about that. And we are introducing this kind of message in all the collections, because in the things we create, you will see designs also for women and for men.

What is a typical day at work for you like?

I get up, I leave my children at the school, and then I come here, I am working all day. And I work at home sometimes when I have to work for 14 hours. We are a small family company. So here, everyone knows how to do a lot of things. We create all the collections together. So it lasts, I don't know, four months, five months to create five, six collections. Our work space is very open, everybody can talk with each other. So once we design a piece we can discuss it together and decide which direction to take.