THE CATALAN SENSUALITY
The Catalan brand Sarda arrives in Belgium thanks to the group Vande Velde (Prima Donna, Marie Jo) and it’s a family business! Led by the sparkling Nuria Sarda (daughter of the founder), the brand mixes Spanish heritage and a frivolous and rascal I-don’t-know-what. She gives us a taste of the collection, live from her studio.
How did it all start for Sarda?
Imagine that, my grandfather made lace for the mantilles that women wore to church. But one day the Pope said: «No more mantilles!» And then my father had a brilliant idea: why not turn these lace into lingerie? He wanted women to feel beautiful, even under Franco, when fashion was anything but glamorous. A little revolution, right?
What is the brand DNA today?
We remain true to our roots: quality, comfort, fashion and an impeccable image. The idea is always to highlight the woman. We want her to feel not only beautiful, but also ultra-comfortable and ready to conquer the world, one bra at a time.
How does she surprise her clients?
We love revisiting our cult pieces and reinventing them for today. Comfort is the key word, but we never give up on aesthetics. The Sarda lingerie is a perfect mix of tradition and modernity, always with a touch of Spanish flair.
Your favorites among the models?
I admit, I have a weakness for triangles and bodies (laughs). It’s comfortable, flattering, and frankly, what better way to feel sexy than without even thinking about it? Lingerie is a bit like an invisible super power.
"Lingerie is like an invisible super power." Nuria Sarda
And the future of lingerie, how do you see it?
Times are changing fast! Women want something sustainable, stylish and unfussy. We adapt and anticipate. We are here to offer women what they really want: pieces that make them feel good, beautiful and respectful of the planet.
Sarda arrives in Belgium with her colorful, bold and a bit impertinent creations, ready to make hearts turn upside down.