The Presage
Collection
The Presage
Collection
Visual identity for J.L. Galán
The 2025 flamenco collection presented at the Jerez Flamenco Fashion Show.
01 / Context
Visual identity for The Presage, J.L. Galán’s 2025 flamenco collection presented at the Jerez Flamenco Fashion Show.
The Presage was born during a particularly personal moment in J.L. Galán’s life. After going through a period marked by intensity, uncertainty, and transformation, the designer turned those emotions into a collection that moves between darkness and color. My role was to translate that universe into a visual identity capable of accompanying the launch, at a moment of consolidation for Galán, winner of the Emerging Designers Competition at the Jerez Flamenco Fashion Show in 2022.
02 / Concept
The difference between loving and being in love as the starting point for transforming a personal chapter.
The phrase that articulates the project, “the difference between te quiero and te amo,” condenses the emotional weight of the collection. The Presage is about moving through a period of estrangement and being able to transform it into something new. That evolution is also reflected in the garments. The aim was to translate this duality without explaining it literally, allowing color, flowers, and fabrics to build the narrative.
03 / Direction
A flamenco still life: no model, no elaborate setting, allowing the garments to speak for themselves.
The art direction draws from one of the most recognizable visual languages of flamenco culture, while deliberately removing the model so that the garments take complete prominence. Embroidered shawls, ruffles, and fabrics from the collection are layered over a traditional chair, creating an almost sculptural composition. The roses introduce the project’s emotional dimension and connect with the reflection on the difference between te quiero and te amo that runs throughout the campaign. Against the chromatic intensity of the garments, a neutral curtain backdrop and large-scale editorial typography bring a sense of restraint and elegance to the composition. The result sits somewhere between a fashion poster and a still life: deeply folkloric in its elements, but treated through a contemporary sensibility.
04 / Process
From photographic still life to the designer’s testimony: one idea developed through both still and moving image.
The process began by physically constructing the scene using real pieces from the collection. Rather than photographing each design independently, we brought together dresses, shawls, and flowers within a single composition to create an image capable of condensing the entire universe of The Presage.
05 / Impact
A visual identity created to accompany one of J.L. Galán’s most personal collections at the Jerez Flamenco Fashion Show.
The Presage was presented on February 8, 2025, at the Tío Pepe Jerez Flamenco Fashion Show, one of the leading events in Andalusian flamenco fashion. The collection was noted for its use of black mikado and shantung, cape-inspired ruffles, and a carefully considered presence of handcrafted shawls. Beyond the runway, the project created a visual framework for a collection deeply connected to the designer’s personal experience. The poster and audiovisual piece transform that intimate dimension into a recognizable identity, presenting The Presage as the visual outcome of a process of transformation.
Full Collection
123 photographs