About Querida
The summer before my graduating year, I spent a lot
of time at what felt like my summer home-the beach.
I also reminisced on fond childhood memories and
my Portuguese background.
I decided my capstone project would pay homage to these thoughts. I wanted to develop a clothing line that celebrates growing up but never letting go of being a kid. A brand that feels coastal and beachy. A brand that celebrates Madeiran folklore and my ethnic background. I decided upon the name “Querida” mainly because I felt that growing up that was my second name, like my alter ego. The word translates to “darling” or “sweetheart”. It is a term of endearment that I grew up with. The name matches the youthful but flirtatious nature of the brand. The clothing associated with the brand was designed and sewn by me. The garments showcase embroidery, a celebrated art in the island of Madeira and often includes ocean motifs.
Embroidery Process
The garments themselves are designed with historical context in mind, specifically folklore garments of Madeira. The clothing will also have old ways of making, embroidery and Portuguese textile elements.
I also think that sustainability is a very important goal of mine and I plan to incorporate that not only in my garments but in my physical materials. Here is a video of the embroidery process, how I created the graphics, and then the graphics being embroidered onto salvaged Portuguese Linen.
Design Process
The garments are each named from influential Portuguese women in my life. Of course, over time and developing the clothing, some shilouettes changed, here were the original technical drawings.
Above are some editorial and style photoshoots of some of the garments.
Above are some branding elements associated with Querida. Along with making original garments, I designed logo treatments, embroidery patterns, brand guidelines, signage, packaging, and hangtags.