Aware that the “bravest and most talked about style of the year” is above all “an enormous communication tool”, Cristina Pedroche and Josie have taken advantage of the presenter’s style for Antena 3’s Chimes to launch a message of support for Greenpeace and Raise awareness about the environmental reality of water in Spain.
As is tradition, Josie has been the creative director of the proposal. He has counted on the designer Paula Ulargui, who has used 100% organic, recycled and biodegradable materials that seek to make visible the need for a change in water management policies in Spain.
In the final stretch of the year we have said goodbye to, Josie answered questions from HuffPost about this year’s bet, closely related to his own vital moment.
Last year you collaborated with UNHCR, this year with Greenpeace, how did this alliance come about?
2023 has been a year of life changes for both Cristina and me: Cristina has given life and I have been able to make a huge difference to mine by recovering Villa Josie, a family mansion in humid La Mancha where I want to live. Taking land of origin, changing vital scenery and having contact with the groundwater and aquifers vital for cultivation and life there has awakened my interest in this fundamental element for living, and I was very clear that this year’s theme had to be life… But life is not possible without water and it is its care that has concerned Greenpeace since its foundation more than fifty years ago and that is why it was aware of its project. Save the waterso I wanted to propose the action and upon accepting our invitation we got to work.
“Cristina has given life and I have been able to give a huge turn to mine by recovering Villa Josie”
Do you care about possible criticism or negative reactions to both the dress and this partnership with Greenpeace?
If I was worried about criticism I wouldn’t be here… I try to create the concept that each year deserves this unprecedented media focus that I have contributed to creating and this year life, water and its care and the support of Greenpeace I think was what was needed. This is fashion, spectacle and fantasy but above all it is an event with enormous potential for communication and we cannot pass up that opportunity to make a wish for all of humanity.
This year it is life, clean water, care of our vital resources with the help of Greenpeace; But last year was peace and we have focused on respect for diversity and honored our elders through the bravest and most talked about styling of the year, which above all is a huge communication tool.
It is Cristina Pedroche’s tenth year at Las Campanadas, how do you continue to reinvent yourself to innovate and continue surprising?
It is very important to go to what you have not done yet and take the pulse of fashion, life, your desires and your life itself. This year I wanted something very experimental and linked to life and water, the care of which worries me so much, and I thought that a living element within the styling would be something very interesting because it is the first time it has been produced for the Pedroche Campanadas.
“This is fashion, spectacle and fantasy but above all it is an event with enormous communication potential”
I have had the best for this in the Made in Spain which is Paula Ulargui. She has spent years of research in this regard and has poured it with great enthusiasm into this unique event that means a lot to me to be able to showcase Spanish fashion talent every year and, as long as I am in charge, I will always have desirable talents from the Spanish scene.
How did the idea of growing crops on the layer come about? What has been the most difficult part of this process?
Without a resource as fundamental as water there is no clothing or life and a style dedicated to life that is also alive, requires a lot of research and care to make it possible. I discovered Paula Ulargui through different collaborations that she has done for other brands. In this case, I decided to contact her to propose this action and from the beginning she said yes and I was happy because no one but her knows about textile art linked to living plants.
So based on 100% industrial recycled wool (a fabric that has the necessary characteristics for plants to root within the fabric, retaining moisture, but without suffocating the root) he planted red amaranth to have that reddish content in most of it. of the coat and nasturtiums. This plantation responds to his latest development in which he has been working and researching. These green plants with long stems and circular leaves are much more delicate to plant and this is the first time they have been seen in a suit.
Faced with this challenge, are you satisfied with the result?
It’s like you’re asking me how the harvest went, because we’re talking about a dress but also about a crop. The plant growth process is done by hydroponic cultivation, a new form of cultivation from water. All the nutrients that plants need are incorporated into the water (vitamins and minerals, nothing chemical). Likewise, these nutrients are not the most important thing, the care of light, humidity, temperature and environment are the parameters that are most studied and controlled so that the plants grow well and with the strength that they have acquired in the end… So very happy and satisfied with this harvest for the Pedroche Campanadas.
You have said that you have returned to live in La Mancha, how has that return home impacted you creatively?
Without my return to La Mancha this idea or this would not exist. look…On my return I made contact again with that limestone water that gives sweetness to those lizard skin melons unique in the world. The groundwater of humid La Mancha is crucial for life and fields. This year of drought, in which we have had problems in the Las Tablas National Park, I was able to see water contaminated by heating oil for the first time and it is something that marked me a lot…
“Without my return to La Mancha this idea or this look would not exist”
I thought that this element had to be the protagonist in a style dedicated to life because it is impossible without clean water and, once I had this clear, I decided to get in touch with the best possible partners: Greenpeace and Paula Ulargui.