7 Design Zone The vindication of originality and good taste Joaquim Verdú Joaquim Verdú has been working in the world of fashion for over 30 years. His shows are known in international loca- tions including Tokyo, New York, Paris, Ci- beles, Barcelona, etc. A pioneer in Spanish fashion, he is known as the best designer of knitted fashion in the world. Many ce- lebrities wear his creations, and he is also in charge of the wardrobe of major TV shows. We interviewed his to learn his views about uniforms and workwear, and he shares his personal thoughts with us. When did you start working for the corporate image sector, designing uniforms? My career started thirty years ago, and for the past two decades I have been in- volved in the design of uniforms. I am bet- ter known for my haute couture designs, though in fact there are many companies and organizations for which I have desig- ned corporate wear.Though not on a re- gular basis, and unfor tunately, I haven’t got time enough to serve them all. What is the reward when working for this sector, in comparison with haute couture? It is quite different. For in this case you need to adapt to the image of the com- pany you are working for. In urban fas- hion, on the other hand, there is freedom to create and even so, if they ask us to seek something different, to stand out among others in the same sector, that sin- gle fact is already rewarding: they think of you, to materialize this goal. What companies have you worked for, in the design of uniforms? Twenty years is a long time. I’d rather not list them for I might forget someone. Ho- wever, there is one especially dear to me: Nacex. I worked in the creation of uni- forms for their staff and it was truly en- ter taining. But perhaps because of coincidence, or call it what you will, at that time I would continually come upon Nacex people wearing the uniforms I created. I also remember the ABaC hotel on Tibidabo Avenue in Barcelona, be- cause I love this city and the hotel is so beautiful, as is its area. And the people at the Horta Market in Barcelona, they wear aprons I designed with such enthusiasm. Do you prefer discreet or lively, in- tense colours for uniforms? The colour concept will depend on the company and the goal they want to at- tain. There are some who will basically focus on design, though there are other ways to convey the image of any given company or marketing strategy. This, through a more complex process, later translated into great results. It involves some secrets and keys I will not – ob- viously – reveal (he laughs). What about knitted clothes, for which you are so well known? What is their place? Are there any “right” workplaces for them? Because they are so comfortable and offer freedom oaf movements, you can choose them for the upper part of uni- forms, like sweaters, vests, etc. Also, woven shirts.They look very elegant, and contribute much to a good image. Are you currently working on one of these projects? We are now working hard on the au- tumn-winter collection for brides, god- mothers, cocktail gowns, and on our commercial line.Though after July I will only be working on fashion shows so I will be available for other projects. What sector would you like to work for in the design of uniforms? Airlines.They truly need it (he laughs). Poor flight attendants, they must feel im- prisoned. Can you share a thought with us? I vindicate the importance of comfort in uniforms. For those who wear them are at work, so they need to look great but also, to feel comfortable.Waiters have al- ways worn black trousers and white shir ts, like forever! This is 2013! Please! A touch of liveliness and creativity would do no harm to this sector. JOBWEAR 65 No lll / 2013