Introducing Casa María: A Journey of Heritage and Heart

At JCI Institute, we are always inspired by the creativity of our students. Today, we are thrilled to spotlight two exceptional alumni from our Fashion Design Program who have joined their passion and artistry to create a brand that is as meaningful as it is beautiful.

Meet the founders of Casa María: Antonella Magnasco and Alejandra Samaniego. From students at JCI to business partners– their relationship is a testament to the power of collaboration.

How did you two meet?

A&A: Maneli, the fashion director of JCI, introduced us to each other. She believed we would make a good team due to our shared values and similar ways of thinking; we feel incredibly fortunate for her support.

After meeting a few times to brainstorm ideas and share ideas, Antonella and Alejandra realized they both share a deep connection to storytelling and always prioritize their values in everything they do.

“For us, creating means doing so with the best intentions, always giving our best efforts, and consistently staying true to ourselves.”

The name María holds significant family value for both Antonella and Alejandra. This shared name led them to draw inspiration from their grandmothers, who are incredibly important to the two.

“They have imparted us with the values that are now the building blocks of our brand. We want to honor them by sharing these values; and through our creations, build a community.”

How has the Andean heritage influenced your designs and the ethos of Casa Maria?

A&A: We draw abundant inspiration from the Andes– the earthy tones of the mountains, the changing skies, and the fresh smell of the morning dew evoke austerity and kindness. The landscape holds a mysterious and profound beauty that we seek to embody in our designs.

We want to represent our homeland, starting with our choice of textiles. We have partnered with suppliers who provide organic cotton grown by small agricultural communities. These high-quality textiles allow us to create pieces that are not only beautiful but also sustainable, reflecting our commitment to our planet and honoring our cultural heritage.

Your brand celebrates the values of care, kindness, slowness, and resilience. How do you incorporate these values into your design process?

A&A: These values were imparted to us by our grandmothers and are central to our brand’s ethos. We emphasize care and kindness towards our environment and to those around us. We emphasize these values by creating small and thoughtful collections from which each piece is crafted with extreme care.

Slowness, for us, means taking the time to do things with intention. Our production is in-house, which means our process becomes as important as the final product; we don’t want to make just pieces of clothing but to tell stories through each one of our collections. Resilience underscores our determination to pursue our passions and remain steadfast in our commitments.

Can you share the story behind one of your favorite pieces from your collection and how it connects to your cultural heritage?

A&A: Our choice of textiles and silhouettes are strong connectors to our heritage. Among them, our upcycled skirt stands out for its beauty of repurposing locally sourced material, and it reminds us, in the way it moves, of the women of our countries.

The journey of launching Casa María had many different challenges, which continue to shape the growth of the founders.

“One major hurdle was navigating the process of registering our brand and related legalities. Our community was invaluable in this process as we sought guidance from our teachers, peers, and industry professionals who have generously shared with us their expertise.”

Developing the e-commerce platform required Antonella and Alejandra to wear many hats and acquire new skills. Overcoming these challenges has been immensely rewarding for them, as each obstacle has continued to push them forward.

Finishing the e-commerce website and seeing all the elements come together was undoubtedly a proud moment for the two.

“Equally rewarding was our first photoshoot, where we saw our pieces come to life, perfectly capturing the essence we aimed to convey. These moments validated our efforts and inspired us to continue to pursue our vision for Casa María.”

Where do you see Casa Maria in the next five years?

A&A: In the next five years, we envision expanding our non-seasonal collections, introducing new materials to our line, and collaborating with local and international talents to amplify our mission and values.

While our main operations are currently in Vancouver, we aspire to broaden our reach beyond Canada, potentially entering the European market.

We aim to evolve from a duo to a larger team, fostering a family-like atmosphere within Casa María and collectively advancing our vision.

How did your education at the JCI Institute Fashion Design Program prepare you for the challenges of running your own fashion label?

A&A: Our education at JCI’s Fashion Design Program equipped us with essential skills in business processes and design fundamentals. This foundation proved invaluable as we embarked on our entrepreneurial journey, guiding our step-by-step approach to building Casa María. Moreover, JCI welcomed us into an encouraging community whose ongoing support has been key to our growth.

What advice would you give to current fashion design students or recent graduates who aspire to launch their own fashion brands?

A&A: In any creative field, it’s common to experience imposter syndrome and doubt yourself. Remember, there is space for everyone, and you are often your harshest critic. Focus on day-to-day progress and trust the journey.

Embrace feedback, as it can transform good ideas, into thoughtful design, and strong storytelling that brings people together; resulting in an exceptional brand. Seek guidance from those who have navigated similar paths and build a supportive community around you.

What message do you hope to convey through Casa María to both your customers and the broader fashion industry?

A&A: We want our customers to feel more than just purchasers; we want them to become collaborators in our story. By sharing our process and engaging them in our story, we aim to foster community and conscious consumption.

We hope Casa María inspires broader industry shifts towards kindness, sustainability, and inclusivity, showing that fashion can be a force of positive change.

Antonella and Alejandra’s journey with Casa María is just the beginning, and it is filled with passion, creativity and a deep connection to their roots. Their story is a beautiful example of how shared values and heritage can inspire remarkable creations.

Explore Casa María and experience the beauty and thoughtfulness behind each piece. Shop online now at www.shop-casamaria.com.

Congratulations Antonella and Alejandra!