Fashion and Food: an Alumni meeting with flavor and content
On the afternoon of Thursday, October 3, Madrid's Mercado de San Antón not only smelled of freshly-cut ham, but also exuded style. "Fashion and Food", an event organized by ISEM Fashion Business School, brought together students, alumni and professionals around two great passions: fashion and gastronomy.
07 | 10 | 2024
On the afternoon of Thursday, October 3, Madrid's Mercado de San Antón not only smelled of freshly-cut ham, but also exuded style. "Fashion and Food", a meeting organized by Alumni ISEM, brought together students, alumni and professionals around two great passions: fashion and gastronomy.
The meeting took place at the 11 Nudos Nordés terrace, where more than a hundred attendees enjoyed an exquisite appetizer by Cinco Jotas, while they immersed themselves in conversations about the evolution of two sectors in constant transformation.
This event is part of the European project "Fashion&Food: synergy for sustainability". For three years, we have been investigating the synergies between these two sectors, together with a consortium of universities and organizations from all over Europe.
Silvia Pérez Bou, who has led the project on behalf of the University of Navarra, was the opening speaker, highlighting the enthusiasm and effort that have guided this project in the last three years. The ISEM professor explained the basic lines of the project and referred to the results and materials of the project, which are openly available to all interested parties.
In addition, to show a practical example of the collaboration between these two industries, the conference also included the participation of Biljana Maksimovic -Marketing Director of Fine Foods- and the fashion designer Paul Oteyza. Both brands -Cinco Jotas and Oteyza- have been collaborating for years: Cinco Jotas is a brand that embodies sustainability and the artisanal tradition of acorn-fed ham. "A sustainable project, 100% acorn-fed ham, with an artisan tradition. Thanks to Oteyza, the soul of the brand is now presented from a more creative and avant-garde angle," explained Maksimovic.
Paul Oteyza, who recently created the deluxe ham cutter costume, offered a profound and artistic vision: "Fashion, often considered the poorest of the fine arts, has a unique ability to connect with people." And he explained how a path is beginning to lead to the performing arts, where the thread, which falls with subtlety, represents that thin line between the classic and the experimental.
On the left, the aforementioned costume was on display, a work that enhances the craftsmanship of gastronomy, combined with the creativity of fashion. Oteyza stressed the importance of giving value to classical crafts, both in fashion and gastronomy, and advocated a more experimental translation of both worlds. For him, fashion is not just an industry, but a vehicle for dreaming and expressing individuality. "You don't need to make it better, but you do need to make it unique," he said, recalling that originality will always be the hallmark of any artistic creation.
The presentation was greeted with warm applause that filled the room, marking the beginning of the last stage of the evening. Waiters began to circulate with trays of appetizers, on which Cinco Jotas ham, the undisputed protagonist, accompanied the toasts and laughter of the guests. The atmosphere was relaxed but vibrant, with conversations crossing between bites of haute cuisine and the open bar that remained active until the end of the night.
The Fashion and Food event was not only an event to enjoy good food and good clothing among members of the ISEM community, but also a platform to reflect on the intersection of two worlds that, although different in essence, share a passion for creativity, tradition, innovation and, most especially, sustainability.
