José María García has spent the last 4 years in charge of his female fashion brand, designing dresses and suits for special occasions in his workshop in Barcelona. Ze Garcia is synonymous of affordable haute couture for the modern, sensual and elegant woman. Each and every garment is made to measure, taking into account the style, personality and silhouette of the customer. Ze Garcia must have something special considering all the fashion instagrammers follow him. Including Dulceida who has confided her trust in the young Catalan designer and given him the task of designing her wedding dress. An online phenomenon that has caused a lot of sensation. Beyond this passing boom, Jose María García presses forward with his work at a steady pace and with very clear ideas…
Did you expect to be a dying sensation with the wedding designs for Dulceida? The social networks are still raving on about it….
These past few days have been crazy and we did not expect this media coverage. The number of my followers has increased drastically. I’d already worked with Dulceida in the past with other designs for different events she had attended, but it is true that the wedding has been a complete boom.
The big wedding brands such as Pronovias or Rosa Clará were chasing after the famous dress…
I know, I know. However, Aida and I are friends and she has always trusted me; both as a designer and as a friend. I have been working with her for many years and I know her tastes and her measurements and I know I won’t let her down. It was a great pleasure for me to be given the the responsability of designing her two wedding dresses and also her girlfriend Albas´. This has allowed me to do three styles: one princess style dress with 40 metres of tulle, another more bohemian one like what is in fashion now and the third a tailored suit with a V-neck body which is what Im most used to doing.
«Dulceida has given me the responsability of designing her wedding dresses»
This has allowed you to experiment with a variety of styles….
Exactly! For me, the most important part of this experience has been that I have not been pigeon-holed into one concrete style, but I’ve been able to adapt the style to each girl.
With so many admirers, have the complements or criticisms affected you?
Its been fine, because my main worry was if the dresses were made up correctly at a technical level and also the brides’ expectations. Obviously everyone has different tastes so there will be people who like them alot and others who do not.
The fabric for the wedding dresses was bought from Gratacós, but its true that you often confide in us…
I’ve confided in you for a long time now. The quality of fabrics in your shop is the best. It is true that I vary where I buy my fabrics from, but you have always been a reference for me. When you need a “top” fabric, you can find it in Gratacós.
«When you need a “top” fabric, you can find it in Gratacós»
How did you start out in the design world? You mentioned that you were born with it in your blood….
I always wanted to be a designer and I was sure of this ever since I was little. I started sewing classes at 12 and I later realized I needed to learn the trade so I began studing at the Technical Art Fashion School in the Ramon LLul University in Barcelona. When I finished my studies, I began working for Emporio Armani in charge of visual image – shop window displays and styles. After working with several brands, I decided to begin my own.
How do you differentiate yourself from your competition?
The designers approach, personal taste and the things you bet on are important. Every brand has its creators signature and in ZE García its me myself.
What do you offer your customer?
I always attend to them. In fact, I always do this; I assist more than I design. Nowadays it is more important to know how to sell than what to sell.
«Its more important to assist than design»
How do you work in Ze García?
Always upon request. The customer comes to our showroom in C/Tuset and there they can take a look at our best selling garments that are on show. These are generally single garments rather than made up dresses, because the type of customer who comes to us has many events, so what we aim to do as a brand is that from one dress we can do various options.
What type of customers do you have?
A typical customer is a young attractive girl from 20 to 35 years old. Im really lucky!- he says smiling.
Which other celebrities have worn your designs?
The majority of fashion instagrammers such as Belén Hostalet or Inés Arroyo and actresses such as
Thaïs Blume who came here to Gratacós. Im quite selective when it comes to actresses and I always decide who I want to wear my designs.
What challenges lay ahead for the upcoming years?
At the moment, stay as I am at a sure and steady pace. My brand has been running for 4 years (he is now 28 years old) and I want to mature as a designer with it. I enjoy everything a lot more if things just happen without planning.
Questionnaire Gratacós
An essential garment… For a girl, a Vneck
A fetish fabric… Something that is shiny and conjures up the night
A colour you could not live without.. Black and red
A designer you admire… Tom Ford. I find him good in design and also at selling
An infallible style rule… A masculine-feminine mix
Your preferred space in Barcelona… I know so many different places that right now I cannot answer
A piece of advice for those starting out… Focus on what you want to do
Your leitmotif… Slowly but surely
