“In the world of fashion, there is always an expectation: how much of an impact will you make?”
We departed from the Tendencia office in Cabo San Lucas on a hot summer afternoon and headed to Guaycura Boutique Hotel Beach Club & Spa in Todos Santos. This time, we were accompanied by Sergio Tirado, the renowned fashion designer based in Los Cabos, who was our special guest for an interview conducted by Ana Laura Orozco del Pino, a student of Design, Textiles, and Fashion at CENTRO University in Mexico City.
As we drove along the road, we chatted with Sergio while admiring the desert landscape and occasional views of the Pacific Ocean.
He has a charismatic and charming personality and shared his journey in the fashion industry with us. His talent and hard work have earned him numerous awards and recognition. He has proudly represented Mexico on international stages in Canada, the United States, France, and Spain. His high-quality garments and extremely feminine designs have garnered national and international attention. As a result, he has had the opportunity to dress various celebrities from the entertainment world, including Colombian actress Lorna Cepeda and Karime Pindter.
“Each collection can be different. But it must have your stamp so that customers can confidently declare, ‘It’s a Sergio Tirado’ because it represents the essence of my brand: femininity, sensuality, and art,” he emphasizes.
Between the smooth curves and long straights of the road, Sergio reminisced about the days when his mother, a seamstress in a town in Mazatlán, taught him the trade secrets. “She devoted 20 years to the world of fashion, and I’ve been watching her work since I was 7 or 8 years old.” For this reason, when she chose her studies, she opted for a career in administration because fashion was in her blood.
Sergio demonstrated courage, clarity, and strength when he opened his first atelier in Cabo San Lucas, where he started designing swimsuits. Today, this award-winning designer has ateliers in Puerto Paraiso and Plaza Pioneros. He is also dedicated to fashion styling, aiming to discover and enhance the brilliance of every woman.
The journey was accompanied by the vast expanse of the clear blue sky as we delved deeper into Sergio’s intriguing personality. Suddenly, the majestic hills guarding Todos Santos appeared on the horizon. Our engaging conversation flowed seamlessly as we made our way to Guaycura Boutique Hotel Beach Club & Spa, an elegant colonial structure that welcomed us with open arms. Stepping inside, we were greeted with the aroma of freshly brewed coffee, setting the perfect ambience for our interview.
Ana Laura: Throughout your career, what has been your greatest inspiration?
Sergio: “I think it has been my mom. My mom is a very resilient person who has managed to get ahead. I love her power to reinvent herself in every situation.”
Ana Laura: How would you define your essence?
Sergio: “It is the essence of a person who is very passionate about everything he does. I dedicate a lot of time and effort, but passion for my creations is my motivation.”
Ana Laura: What has been the biggest challenge you have faced?
Sergio: “So far, I have faced many challenges. The main one, I think, was that I didn’t pursue a career in fashion from a very young age. I initially worked in banking and trained for a long time to be part of the real estate industry. Transitioning to the profession I had been passionate about since childhood was my biggest challenge, as it meant leaving behind all my security.”
Ana Laura: How does your creative process unfold from the initial idea to the final piece?
Sergio: “I always start with conceptualization. For my collection, I focused on the endemic birds of Mexico and chose the stilt as my inspiration. I researched endangered birds extensively, studying their physical characteristics, behavior, and daily lives. For instance, I learned that the zanate is often mistaken for a crow, but that’s a misconception.”
Sergio discovered that in some Mexican cultures, the stilt bird is an essential figure to which mythical properties are attributed, such as the power to fly perfectly over rain and storms. It is a versatile species, well adapted to natural and urban environments, easily recognizable by its striking dark, iridescent plumage. “It’s super direct, very passionate and territorial. I discovered many clues that excited me. Once I had all the characteristics, I started to look at the color palette. I also found a story that tells of a stilt that was under a storm and flying, emerged from the rain, and saw a ray of sunshine. Suddenly, a Mexican rose appears, and that’s where its essence is given. He knows that, at last, he was going through the world of darkness to get to the flower. That’s why I decided the collection would be black, white, grey, and pink.”
Ana Laura: How did this inspiration affect you?
Sergio: “The Zanate significantly impacted my life, leading me to showcase it at New York Fashion Week. I never imagined being featured in London’s most prestigious fashion magazine. It was a huge success! The days passed, and I found it hard to believe. I was thrilled to have captured the attention of all these photojournalists, which is crucial in the fashion industry. There’s always an expectation: how much impact will you make?”
Ana Laura: Where do you find inspiration for each collection?
Sergio: “I am always inspired. Whenever I see something, I think, “How can I use this silhouette or this natural element, along with these shades of green and this sense of depth, to create a dress? What can I bring to life with this?” I’m always observing something or someone and considering how I would transform them or their surroundings or how I would approach a design in general. My inspiration is constantly at work; I am always seeking to innovate.”
Ana Laura: I feel that the designer’s eye is like that: it is always working and never resting.
Sergio: “Now, I can advise you on how to style your dress and where I would take it. Your creative side will always be a part of you. Fashion is cyclical and always comes back around. When you truly dedicate yourself to a profession, you gain a deeper understanding of it. Unless you’re an avant-garde person, a designer, or working on something futuristic, you must ask yourself, is this ready to wear? You need to be aware that, after the runway, it’s a garment that people will wear. Of course, as designers, we have a target audience in mind.”
Ana Laura: And what is your target?
Sergio: “I love dressing women between the ages of 40 and 50 because I can bring out the best in them. These women are entering a new stage in life, and I love transforming. It fascinates me.”
Ana Laura: How do you develop your ideas into finished products or projects?
Sergio: “I love working with various materials, but the tactile experience inspires me significantly. I prefer silk due to its different varieties, and I appreciate how it feels to the touch. Feathers come in a variety of types, and each one is unique. I am drawn to feathers that give me a sense of airiness, that seem to flow with the wind and possess movement and quality.”
Ana Laura: Have you been researching anything new for this year?
Sergio: “We are facing a sustainable era and focusing on creating sustainable materials. I recently launched a sportswear collection and entered the world of sports. Initially, I had no idea how to start, but I told myself, “Why not? You can do it, Sergio.” So, I decided to go to Colombia for three weeks in January to work on it. This allowed me to explore a textile world that was entirely new to me.”
Ana Laura: Do you have any projects you are currently working on that you can give us a spoiler about?
Sergio: “Yes, I have a project. It’s a collection for Europe, which I will present next year. It’s very different from what I’ve done. It has to do with my childhood. It’s about fashion in the oriental cartoons I used to see. Asia represents avant-gardism and much of the future, which I want to show in that collection.”
Ana Laura: You mentioned that Asia is leading the way; how do you see fashion evolving in our country?
Sergio: “I am thrilled to see more Mexican fashion representation and knowledge on international platforms. In the past, very few Latin designers participated in New York Fashion Week. Now, many designers from Mexico, Venezuela, and Colombia are making their mark on the global fashion stage, showcasing their work in cities like Toronto, Montreal, New York, and Miami. This change represents a growth in the industry. Additionally, there is now a surge in universities offering fashion-focused programs, which was not the case before. Today, fashion is about expressing yourself and feeling comfortable. Dressing and fashion are seen as significant expressions of freedom.”
Ana Laura: What has been a critical moment in your career?
Sergio: “I remember winning a contest for a major magazine in Paris. The agency representing me in Toronto, Canada, informed me about an opportunity for an editorial in a Parisian magazine and asked if I wanted to submit content. I rarely pursue such opportunities because I prefer to focus entirely on my projects and don’t often attend events. However, I decided to go for it this time and said, Let’s do it!
I designed the piece and sent all the required materials. When they announced it and called my representative with the news, “Sergio, you are the winner.” I was ecstatic. It was a “super wow” moment! I had never felt so happy before, knowing that my work truly represented me. I thought to myself, “I did it. I told my story, and they liked it.”
It was applause for my dedication to my dreams, knowing that everyone can tell you, “No, you’re not going to make it, but with passion and perseverance, you can! Here I am, I deserve it!.”
