Brand Story - Atelier María Jesús Jofré

Calm

Designer María Jesús arrives in Chile after a long trip through Asia, where she learned about new cultures and places, which led her to find new energy and inspiration, but her plans were modified, since her arrival in Chile was along with COVID 19. A time of great uncertainty and change, since all her plans and appointments were affected, due to the cancellation of her orders for custom-made dresses and party clothes.

They were hard times, which were illuminated in a sleepless night, at that moment her CALMA collection was born, in times where confinement, stress, uncertainty and fear were the feelings that many experienced, the designer thought what we needed at that moment and her answer was Calma, which is reflected in comfortable and versatile garments, designed for women who had to stay at home, but continue working or studying and at the same time continue feeling pretty, attractive, but at the same time comfortable.

In this collection, the designer decided not to buy any fabric at all, instead reusing fabrics from party dresses she had in stock, linings, and products that had been tried before but didn't work. She adapted all of these garments to this new collection concept, giving new life and use to garments that were part of a past collection.