Article: Behind the scenes of a Mapache collection
Behind the scenes of a Mapache collection
For this February article, we wanted to explore a theme that is as close as possible to our current reality at the office. Indeed, the main interest of this blog (or rather this journal, as we recently renamed it) is above all to invite you to discover the behind the scenes of Mapache . We already do this regularly on Instagram - to follow us, it's here - but this medium remains an essential way to go into more detail and offer you another point of view behind the scenes !
Since winter isn't our favorite time of year, you're probably wondering how the Mapache team is spending their days until the new collection launches... To all those who think we're sipping delicious cocktails on a beach in Mexico: think again. We'd love to be too, but the reality is quite different .
Within the logistics department, we receive thousands of pairs of Mapache braided by our artisans and then ship them to our retailers. The communications department, meanwhile, is actively preparing beautiful spring content while the marketing department is already designing the 2023 collection...
…and that’s our topic of the day! We’ve been wanting to immerse you in the heart of creating a Mapache collection, from A to Z, for a while now. Because when you discover our new creations in March, few of you are aware of the many steps required to achieve this result.
In this article, we will explain all of this to you in detail and try to be (very) transparent about all the challenges and wonderful surprises that punctuate our daily lives at the office ;) Enjoy reading!
We begin with the creative phase, which is by far the most exciting for the team. Although promoting the Mexican huarache is at the heart of our business, we strive to develop new woven leather creations each year, working hand in hand with our artisans.
As part of this first phase, part of the team is asked to share their inspiration for the following summer. And when we say "next," we're not talking about the one that's coming up, but rather the one that's coming up after! Indeed, the construction of a collection begins about a year before its online release.
“But how do you know what your customers will want in a year?”
Yes, this question haunts and obsesses us ;) To overcome the doubt and launch into creation, a form of instinct and flair is definitely required. Throughout the year, we feed on inspiration in all forms and above all, we listen to you .
All your suggestions are carefully referenced and when the creative phase comes, we put them at the forefront. This process allows us to stay focused on our primary mission: imagining woven leather pieces inspired by you, and for you .
Once the team has shared their influences and inspirations, Claire (Marketing and Product Development Manager at Mapache) brings our ideas to life by sketching new creations. The sketches are then organized into four distinct ranges ( huaraches , elegancia , sandalias and playa ) and presented to the rest of the team.
Gradually, the next collection takes shape and new features stand out. Although exciting, this stage is also complex because you have to be able to project yourself beyond the drawing and more than ever, every detail counts! Indeed, sometimes it only takes a "little something" to improve the shoe and make it more desirable... and it is precisely this quest for detail that drives all our creative meetings ;)
So what happens when all the designs for the collection are finalized? That's when the technical phase begins, and our artisans come into play! Once the sketches are approved, we send them to our Mexican production workshops so they can develop the desired models.
The technical stage is truly one of the biggest challenges in creating a collection because our desires meet the know-how of our artisans, which must be brought together as closely as possible. We have been fortunate to work with trusted partners for many years, braiding leather with tradition and authenticity. Without this craftsmanship, we could not exist, and thanks to the Mapache adventure, we are able to showcase their talent: this relationship marks a beautiful balance full of great prospects.
And among these prospects: our new creations. The artisans begin by producing a first prototype of each pair. We then receive photos (let's just say that at this precise moment, it's Christmas on our computer) and we communicate the first modifications to them by telephone. This way of working saves us a trip from Mexico to France and vice versa, thus limiting our carbon footprint .
To achieve the final result of a pair, it requires at least one or more modifications. The challenge lies in understanding our wishes and technically implementing them. So when we finish prototyping, imagine our joy and satisfaction!
Once the modifications are made, our artisans send us the creations so that we can finally discover them in real life (second Christmas!) and above all try them on. We have always emphasized it: comfort is an essential criterion in our eyes . Luckily, the braided leather allows our huaraches to be real slippers and we want this to be systematically the case.
If the tests are conclusive, we look into the color variation which is also one of our favorite parts. You know our love for huaraches in flamboyant shades! This is how our Penjamo Bleu Flashy or our Alegre Suede Lilac were born.
It is after this multitude of choices that the collection is finally ready to be produced by our artisans. This production period lasts several months, as their capacities are necessarily limited. The making of the shoe is entirely done by hand and a single pair requires several hours of work.
Alongside the production of the shoes, what we like to call the magic stage takes place...
A collection is like a story told through the creations that compose it. Its entirety offers a glimpse into the summer to come, it sets the tone for the atmosphere that will punctuate the season, and above all, it must take you on a journey. The team's role will then be to imagine this universe through the collection's photoshoot, which takes place in June, a little less than a year before the collection's release.
“Where do you start when shooting a shoe collection? ”
Choosing the location is a fundamental first step. For the spring-summer 2022 season, we invested in a sublime house in Ajaccio, with a swimming pool and a private beach. We wanted a refined, bohemian, and sun-drenched atmosphere, reflecting the theme of our "Chill & Shine" collection. The style of this villa completely won over the team and provided a solid basis for imagining the rest of the shoot, while perfectly associating with Mapache's sunny identity. This location must above all transcribe the keywords that define the collection. It must enhance the creations without erasing them ;)
Next, we need to find the faces that will embody the collection and the looks with which to mix our shoes. We often receive messages from you asking us where the clothes in our photos come from! Drum roll... We called on the lovely brand Art Love to put together the outfits. And what would a shoot be without a photographer and videographer? By meeting Paul and Sabrina, we found real gems who immediately grasped what we wanted.
Once the shoot is complete and beautiful images are in the box, we spend several months behind our computers orchestrating the parallel launch of the creations and the content intended to promote them.
If we call this last phase "the magic stage", it's because it completely determines the way in which you will perceive and project yourself with the pairs imagined during the creative stage. And for that, you need a touch of magic ;)
Here we are already at the end of this article which, we sincerely hope, you will have enjoyed...
…and to thank you for reading, we have a surprise for you, inspired by the coming spring. Discover below the exclusive preview of the new Mapache huarache: the Palma ♡
Visit our e-shop in March to fall in love with this marvel!
