Andesina is a traveling curation of designers; emerging and established talent with a new take on luxury; calling attention to high quality products and sustainability, Andesina offers access to carefully curated Latin American designers for the fashion-conscious shopper. Heritage is at the forefront of each collection, enriching each product with the use of ancestral techniques executed into directional, contemporary concepts and designs. Andesina brings to the forefront brands who work closely with their communities, to improve living conditions and family-based companies tied to mythologies and ancestral techniques; ethics, nature, freedom and diversity play a key role in bringing designers together at Andesina.
Joy Hasselmark - Andesina was founded by Joy Hasselmark. Half Peruvian, half Swedish and raised in Paris, she is a true product of third culture. Multiculturalism is therefore a part of her personality, along with a lifelong passion for fashion and art.
Joy is passionate about the know-how of designers and craftsmanship that is so characteristic in Latin America. She cherishes one of a kind fashion and pieces with stories behind them.
Growing up between Paris, London and her roots in Latin America, Joy developed an eye from bridging cultures.
Her education background in Business and professional experience in the fashion industry, helped her finesse the skills she needed in order to create a multi-dimensional platform that would bring Latin American design the attention it deserves.
Andesina was born from this desire to create a bridge between heritage and modernism: bringing together Latin cultural heritage whilst staying attentive to the global fashion trends and its ever-changing market demands.
Andesina works not only as a platform to introduce luxury customers into new fashion lines but to generate a conversation and education to explore the cultures and history that go into making the selected pieces. A socially responsible platform that aims to develop and nurture the many cultures and economies it touches on. Here are some of Andesina’s core values and motives:
The ancestrals technics - Andesina is an ode to past movements and techniques. Local artisans work as an inspiration and are essential in the making of the collections, infusing them with their cultural references and knowledge of cultural craft. The designs are developed into sustainable luxury brands that are focused on conserving heritage with the use of modern twists and designs to reach a larger audience worldwide.
Local communities - Andesina is driven by the notion of empowering communities; be it working with local tribes or strengthening societies to help improve living conditions and give communities a stronger place in the economy. Andesina channels an industry through teams of hand-picked companies that bring intimacy and an exclusive approach. Brands in Latin America work very closely with the artisans. And when you work closely with the people, you’re stepped in history, craftsmanship and uniqueness. It creates one-of-a-kind fashion pieces with stories behind them.
The fabrics & materials - Some of nature’s finest materials are on display at Andesina with the contribution of natural elements playing a huge role in the designers’ creations. Such as the use of wood and tropical landscapes inspiring the color palettes. A selection of noble natural fibers, dyes and materials dance around the collections and revive the ancestral use of mother nature’s treasures.
Handmade - our designers are selected by their manufacturing techniques, manifesting the human touch behind each piece. Manually combining fabrics to create richer textures and feels to the pieces. There is a lot to learn from the spiritual wisdom that comes from mastering a 40-hour period to make one standalone piece.
Slow fashion - A new form of luxury resonating to how luxury originated through time and love, with appreciation to craft and technique. All these elements contribute to transmitting the primary message of Andesina. Nothing is created to be forgotten over trends and fashion’s fast paced timelines but rather be treasured and celebrated in the timeless capsule where it belongs.