Bow Wow!

Uncovering Merrfer's playful designs and signature Bow Heels.

Photo: Courtesy of @merrfer_thebrand.

Meet Merrfer, the design virtuoso transforming Barcelona's fashion landscape with creations that steal the scene. With an edge and a focus on fun, she crafts vibrant, hyper-feminized silhouettes by upcycling deadstock materials, infusing each piece with boldness and a commitment to self-expression. These handcrafted designs, reminiscent of playful childhood days, strike a balance between impracticality and hedonistic fashion rebellion.

The artist’s designs radiate joy and sustainability, reflecting her optimistic and ironic spirit. The result is a collection challenging conventional fashion norms, encouraging everyday celebration, and making people of all ages feel special in Merrfer's unique creations. Embracing the tension between practicality and rebellion, the artist boldly forgoes practical considerations, envisioning designs for everyday moments rather than just special occasions.

Her creations have gained admirers worldwide, with pop-up installations receiving enthusiastic responses and plans for future events in iconic global locations. Navigating the complexities of sustainability in the fast fashion industry, Merrfer acknowledges the challenges but advocates for small changes and a more sustainable approach. The "do it yourself" ethos keeps prices accessible, challenging the exclusivity often tied to high-end fashion. Yet, financial viability remains an ongoing struggle. Merrfer's future projects promise to be as bold and captivating as their distinctive designs.

Photo: Courtesy of @merrfer_thebrand.

Karen: Can you share the story behind the creation of your signature bow heels? What inspired their unique, playful design?

Merrfer: I am kind of a materials hoarder; everything I see that I like, I just want to have it just in case an idea comes up. This happened during the pandemic when I was really bored and started to organize my stuff. I found the heart pieces lying around and made the bow with a piece of fabric. I liked the result, and I kept working on the idea. Initially, they were detachable bows and smaller bows, but then I never found the proper pieces to attach the bows without them falling. Then I made a bigger one, and at first, I thought it was too big, but then I really loved how it looks. Kind of too much, but it makes any outfit great :)

Karen: Fun is a priority in your designs. How do you infuse a sense of joy and whimsy into your work?

Merrfer: I am an optimistic and happy person. I've learned to cheer myself up during difficult times, and I enjoy getting dressed in the morning to have a nice day. It's funny how something can be "normal," and then by changing the color, size, or position, it just becomes extraordinary. I think this is like the irony of life, and I am also very ironic.

Karen: Upcycling deadstock materials is a core principle of your brand. How does this commitment to sustainability influence your creative process and the final products you offer?

Merrfer: Sometimes, it makes it more slow or difficult, or limited because there is the idea, and then it's about figuring out how to make this without contributing more garbage to the world. It would be much easier just to produce the exact piece I can imagine than trying to make it from other things that already exist. Other times, it makes it very easy because the idea comes from the structure or material that you just found, and it happens naturally.

Photo: Courtesy of @merrfer_thebrand.

Karen: Your designs are often described as "scene stealers." What do you hope people feel or experience when they wear or see your creations?

Merrfer: People are excited when they get the items, and I think they feel special and extra. When I wear my designs, I see many surprised faces, and then there are two reactions: either people love it and get very excited, or they don't understand anything and ask questions like, "How do you walk with that?" or "What do you have on your ears?" I am really happy that the people who love my designs are of all ages and types, and they look amused by it.

Karen: In the world of fashion, practicality and rebellion don't always go hand in hand. How do you strike a balance between the two in your designs?

Merrfer: I just ignore practicality :) Some people buy my designs for special occasions like weddings or parties, but I really would like people to wear them just to go to the office or have a beer any day. This is what I do. I think we should stop keeping special things for special days because every day is special to be alive.

Photo: Courtesy of @merrfer_thebrand.

Karen: Can you tell us about any specific challenges you've faced as a relatively new arrival in the Barcelona creative scene and how you've overcome them?

Merrfer: I haven't had any issues here; in fact, people are super nice, and I have collaborated with some individuals. Also, I am not new here; I have been living here for 15 years. I've had other projects before and have a bit of experience, so many times I help other designers who are new or starting. My biggest challenge has been the bureaucracy and tax system, which I find really unfair and difficult to navigate. However, in Barcelona, there is a public service to help all kinds of new businesses, and they are really good.

Karen: What are some of your favorite moments or reactions from people who have interacted with your pop-up installations?

Merrfer: I sell mostly online because I am too bad at selling face-to-face :) I collaborated with the girls at Lunch Concept Store, and they always tell me that people love the stuff, but I've never been to the pop-ups. This year I would like to organize a pop-up event myself, maybe in New York or Paris, or perhaps Barcelona in the summer when everybody is here! People have sent me really nice messages about my work. Some people I don't know, but also some people I have been following for years and really admire, and suddenly I am working and talking with them. This has been really exciting!

Karen: How do you approach the process of upcycling materials to create your designs, and what is the significance of sustainability in the fashion industry to you?

Merrfer: I work in the fast fashion industry, and the quantities of clothing produced make me dizzy. The constant production of new items doesn't always make sense to me. Sometimes I think, weren't last month's items nice enough? It doesn't align with my values sometimes to keep making more. However, I cannot speak loudly about this because I can live and work as a designer thanks to these fast fashion companies, and the relationship between profit and sustainability is quite complicated. Everyone knows that the most sustainable thing to do is not to buy clothes constantly, but many people are working in this business, and what are you going to do with all of them? For me, the best thing is to try to make it as sustainable as possible for all, and every little change or improvement will be very helpful. On the other hand, I am a lover of flea markets and old stuff, so the two things come together with upcycling, and it is a process that I enjoy.

Photo: Courtesy of @merrfer_thebrand.

Karen: The fashion industry can sometimes be perceived as exclusive and high-end. How does the “do it yourself” philosophy allow you to challenge traditional fashion norms and make your creations more accessible?

Merrfer: It is very hard for me to put a price on my products. If I think about what I would like as a customer, I'd set a very low price because I often feel frustrated seeing nice things that I cannot afford. I try to make my creations as affordable as possible. However, when I am in my position as a designer and owner of a small business, I work really hard on it, and there's a part of me that would like to set higher prices. I receive many reactions to my work, people follow me, and I get numerous requests to feature my items in magazines or events. The reality, though, is that I cannot solely sustain myself from my business, and that's also very frustrating sometimes. In Spain, when you start a business, you have to pay taxes as if you are already established and earning enough money to live and run a business, so it is challenging :)

Karen: Looking ahead, what can we expect from Merrfer in terms of future projects or collaborations, and what excites you most about the creative journey that lies ahead?

Merrfer: I really would like to organize a small event or pop-up, and my plan is to stay creative and have fun with it.