By Fernanda Perera

How was the Safari Brand born?

In the middle of the recent world crisis, Safari was born in July 2020,when I was a freelance selling women's clothing. I was accompanying and advising women to choose their clothes, suggesting combinations and ways to enhance their style. But more than that, I focused on connecting with each one of them, listening to their stories and creating a bond. Sales came as a result of this experience, of the personalized attention that for many, marked a clear difference with any other store. The clients always came back finding in my space, in addition to the clothes chosen with the criteria of their preference, a place to escape from the routine, a chat, the listening and attention they needed to come back emotionally renewed

All this, based on face-to-face and social ties, suffered a breakdown. Quarantines, protocols and the sustained interruption of social life meant that clients stopped coming, due to health recommendations and not having the opportunity to wear new garments. Those were very hard moments in which I either reinvented myself or I sank. And it was then that I designed Safari... as an attitude towards life.

Leather, which I always liked so much for its elegant characteristics, became my ally, a new adventure now that I had the time to discover and work with it. I ventured into the creation of leather accessories and to give identity to my brand Safari.

What is the creation process behind your products? From the selection of materials to the final design.

In the creative process: There are times when an idea comes to my mind and to carry it out I make a thorough search and selection of materials in order to realize it with the highest possible quality and responsibility. Other times, the available materials are the triggers. The reuse of scraps, leftovers and recycling of previous models are setting the guidelines for new products that come to life with a unique character, surprising myself with the results and my clients who value the
unique and creative compositions.

What aspects of Uruguayan or Punta del Este culture influence the design and style of the products?

Uruguay is a country with a strong historical tradition of country life, of relationship with nature, of gaucho. All the noble materials that mark our identity have been used to make mats, belts, handbags, accessories, shawls, etc. The leather that the gaucho historically used in that communion with nature and that nothing was wasted from the animal, since he used its meat, fat, wool, leather, bones, the leather was transformed into coats, footwear, utensils, furniture, food, etc. Now, with other forms and contemporary designs, they connect us in the same way with our roots. Likewise, in Punta del Este, which has a cosmopolitan tendency, our history and those of so many others converge. And because of this particular mixture of our seaside resort, the intervention, CUSTOMIZATION OF HATS arises in several models that accompany different uses but that maintain a common line. Utility, durability and elegance; trends without losing the traditional style.
Utility, durability and elegance; trends without losing the traditional style.

What does it mean to you to be part of Universo MOLA Fashion Week and to represent the sustainable fashion movement in our country?

Universo MOLA Fashion Week meant and means for me the possibility to meet, learn, get inspired and share. It has been a very valuable
opportunity, where I was able to broaden my creative horizons, nourish myself from other proposals, become more aware of the social, cultural and environmental impact of the industry, acquiring new ideas or tools to manage my production.

I was also able to reinforce the ethical line of my work and the possibility of enhancing it with circular sustainability practices. In short, it has been a very enriching experience in every sense for me and my business.

Representing the sustainable fashion movement in Uruguay is one of the ways in which awareness, responsibility and commitment are expressed; the deep sense that sustains my work as a fashion artisan. y compromiso; el profundo sentido que sostiene mi labor como artesana de la moda.