Originally from El Salvador, Caro came to the UK to follow her dream of becoming a fashion designer first at Central Saint Martins and the at Chelsea College of Art & Design. After many years in the sidelines of the industry, she finally decided to take the plunge and start her eponymous label in 2019. Focusing on bringing joy and power to the women that wear her clothes through her vulva illustrations, embroidery and digital prints. She's a firm believer in the power of circular economies and encourages her customers to bring back clothes to her studio in London and remakes them into something completely unique. Caro livess live in North London with my French husband and my two daughters.
Every year I go back to El Salavador and my home is still the same as it was 35 years ago. I love it. No wonder the 80s aestehtic is something I love to play with. I’m the youngest of two, and my parents met when they were in school. When I close my eyes I’m taken back to sunny days, with harsh shadows on the glsitening pavement. The hyper-saturated colours of El Salvador are as real today and they were back then. It’s a mythical land full of volcanoes, lakes and greenery.
My mum is a perfectionist. I saw her navigate the business world as the only woman within a table of founders and directors in her business She says, “ if you’re going to do something, do it right, otherwise don’t bother.” My dad, he’s a brilliant story teller. There’s nothing more interesting to me that a great story – to tell or to listen to.
In my last conversation with my late grandfather, he said... “Make sure you do something small everyday – for your family, friends, business, yourself – and wake up early.”
I still remember the fear from the civil war in El Salvador in the lates 80s. More than once we slept on matresses on the floor, to the sounds of bullets and bombs outside. I remember thinking “why is everyone so angry at each other?” Anger made me fearful, and this is why joy and curiosity are important elements in my designs. Coming to London was such a breath of fresh air. I spent a bit of time in Milan, but I found the atmosphere very claustrophic and oppressive. I loved jumping on the bus and getting off somewhere random, and every time it was always so different and diverse. People were genuinely interested in my culture. I knew it could be my home. It took me years to decribe myself as an artist. I followed my curiosity. From social media, to art direction, photography, property developer and zumba teacher, I did it all. And two years ago I realised something was missing. After and intense vision board session I realised fashion was my future and launched my brand. I finally started to ignore those past voices that told me ‘I couln’t’ and listened to my soul.
What brings me most joy is…working with very talented Latin American seasmtresses and artisans in El Salvador to create my new collection and Finally being able to call myself a fashion designer. I love that because of my heritage I’m able to bring colours, textures and materials that are unique to us as a region. One of my core brand values is joy, and this is so ingrained in our culture that I have no other choice but to bring it out in my garments.
I find cultural appropriation really hard to phathom. If you’re unsure if something will offend another culture, then it propably will and you need to ask yourself: Is this my story to tell? Why I’m the one telling it? Why do I want to tell it?” The biggest obstacle you’ve had to overcome is Myself. I was rejected many times and told I wasn’t good enough. It was only when I became a mum at 22, that I saw these obstacles I had to overcome as my greatest assests. My most memorable encounter with a stranger in London was once, wearing one of my own pieces, I once had a lady tell me “I can feel your power.” It made my day! My favourite favourite places in London are The V&A museum, Liberty’s and my home When I think of home I think of...Pupusas. Our traditional Salavadorian dish, and also my family and friends. When I feel homesick I watch Telenovelas, the old ones, like Carrusel or El Abuelo y Yo. My favourite word in English is…Sonder – I think it’s more what it means than the actual word. The word I most dislike in English is…Cacophony – sounds like imminent disaster.
