Marques’Almeida: Our LVMH Prize process
Marques’ Almeida found presenting to the LVMH panel of judges to be like “a therapy session”.
The London-based design duo is made up of Marta Marques and Paulo Almeida, and last week they beat stiff competition from seven other designers to win the LVMH Prize for Young Fashion Designers. However the pair have now confessed that their ten minute presentation to the judges was somewhat daunting.
“Our process is very much inside our heads and we work with our instincts, so figuring out how to put that into words was interesting,” Marta explained to New York Magazine’s The Cut. “We tried to explain our message with the idea that people won’t necessarily know how we work, or why we do what we do. It was a little bit like a therapy session.”
The designers received 300,000 Euros, a year-long mentorship with the LVMH group, and a trophy presented to them by actress Natalie Portman. The win will give them the chance to take their brand to the next level and they couldn’t be more thrilled.
“Everything is pretty much a one-man show. It will also be about making sure our image and identity is well established via shows, etc.,” Marta continued. “We’ve always done those in collaboration with the British Fashion Council or Fashion East, to help with funding, and we’ve never actually done our own show in our own venue, so that will happen in September and we’re really excited about that.”
The Portuguese pair have always had an interesting approach to textures in their collections. But they admitted to the outlet that fabric isn’t the starting point of their design process.
“It’s more about a vibe and an attitude than actually focusing on detailing,” Paulo explained. “At the end of the day we want to create something that our girlfriends would find exciting.”
Marta concurred, adding: “We don’t seek out those fabrications — we start with a mood and the girl first and extract the fabrications and the colours from there. It’s a massive mash-up that will hope feels new.”