BECAUSE WOMEN MATTER

It was 62 years ago that Andrés Sardá broke the standards of lingerie, then little varied. The brand, now renamed Sarda (formerly Andrés Sardá), ‘has distinguished itself from others with unexpected designs, constantly challenging the traditional limits of lingerie’. These are the words of Núria Sardá (Barcelona, 1968), daughter of the founder and current creative director of the family business, which since last August has entered a new era, just as unexpected and daring but with a DNA of firm foundations. We talked to her about design, functionality, revolution and, above all, about giving women the tools they didn't know they needed to elevate their personality to its maximum expression, because Sarda lingerie is daring, it's sexy, it's unexpected. And it's already here.

Before heading the creative department, you worked in the brand's export department. What did you learn?

It taught me who our customers were, where we sold, who our competition was and what our strengths were. I got consumer knowledge and a lot of inspiration from international fashion, and that was a fantastic basis to then, together with my father, learn all the know-how of the house. He taught me to constantly push the boundaries of traditional lingerie, he really had an unexpected design vision.

And how is Spanish fashion viewed internationally?

It is increasingly seen as more creative and limitless. Thanks to the amazing designers and brands we have, the daring style of recent popular Spanish series and films and some very unique (Spanish) celebrities and influencers. That all shows that Spanish women really dare to dress in an unexpected and creative way.

And Sarda makes unexpected proposals, in design and business. Where do you think the value of the brand lies?

I think that having always put women and their circumstances at the centre of the company is what makes us different. We also have our own unique style, different from the rest, which continues to be our DNA but evolves with the times. From the beginning our brand has distinguished itself from others with unexpected designs that challenge the traditional limits of lingerie. It is fashion without haste. Sarda offers quality, is ethically designed and made and convinces the consumer with lingerie she didn't know she wanted until she saw it. Sarda does not follow trends, but creates its own way.

‘SARDA GIVES THE CONSUMER LINGERIE SHE DOESN'T KNOW SHE WANTS UNTIL SHE SEES IT. SARDA DOES NOT FOLLOW TRENDS, IT CREATES ITS OWN WAY’ Núria Sardá

With functionality as one of the brand values, can Sarda accompany us all day long?

Absolutely. Our designs adapt to women's needs, they are functional and transformable. This is essential. We can start the day in the office, have a working lunch, go to the gym in the afternoon and go out for dinner in the evening. We create lingerie that you can wear anywhere and any way you want: under your clothes, partially or fully visible as outerwear. We always think about our dynamic consumer when we design, because she is always on the go, she wants it all, and our products have to fit that lifestyle.

So the brand invites women to be themselves.

And we do that by proposing each season the collections that we think you will like, the patterns that will fit you well and be comfortable. When you wear our pieces, you should feel great. Sarda's styles are unexpected and daring, but wearable. We are a brand as dynamic as the women who wear it; that's why comfort is not an option, but a standard. ​

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Photographer: Vanessa Montero