06.09.2024Journal Talks: Renata Zandonadi Quaglia Weaves Magic into Björk and Berries' New "Ros" Campaign

Renata Zandonadi Quaglia's journey from a cotton farm in Brazil to becoming a creative force in New York City is nothing short of captivating. Her artistry, characterized by vibrant colours, contrasting textures, and whimsical touches, bridges traditional craftsmanship with modern innovation.

In this exclusive interview, Renata shares her story of transformation, the influence of her roots, and her recent collaboration with Björk and Berries on the Eau de Parfum "Ros." For those who appreciate the intersection of art, culture, and originality, Renata's insights are a masterclass in creativity.

Journal Talks: Renata, your journey from Brazil to the creative scene in New York City is truly inspiring. How did your early life on the farm shape your love for textiles and craftsmanship? What were some of your first creative projects, and how do they connect to your work today?

Renata: Thank you. My early life in Brazil was profoundly formative. Growing up in that rural environment, I deeply appreciated nature, simplicity, intention, and tradition. It taught me the value of resourcefulness.

While my father's passion for agriculture influenced my path, it was my grandmothers who truly sparked my love for textiles and craftsmanship. I remember making crochet blankets for my dolls and creating countless collages. I've always been fascinated by transforming something existing into something completely different and exciting—a concept that carries through to my work today.

Though my early years weren't filled with direct cultural experiences, art and fashion captivated me from a young age. Magazines became my window into a vibrant world that I always dreamed of exploring.

Journal Talks: Your embroidery work is renowned for its vibrant colours, contrasting textures, and whimsical touches. How do these elements reflect your personal journey and artistic vision? And how do you infuse feelings of love and happiness into your pieces?

Renata: Those elements really capture the emotional depth of my personal journey—they're not just aesthetic choices; they are expressions of joy, spontaneity, and the diverse experiences that have shaped me. My work feels deeply personal and outwardly expressive, which is what I strive for.

I pour my emotions into each piece, allowing my feelings of love and happiness to guide my choices of colour, texture, and design. It's like stitching my soul onto the canvas.

Journal Talks: Having lived in Brazil and New York City, you've experienced two vastly different worlds. How do these environments influence your creative process? Did they inspire your work on the "Ros" campaign in particular, given its inspiration from the mystical and untamed nature?

Renata: Absolutely. Brazil's vibrant natural beauty and rich cultural heritage inspire a sense of organic, free-spirited creativity in my work. In contrast, New York City's energy—its dynamism and boldness—pushes me to experiment and structure my ideas in new ways.

For the "Ros" campaign, blending these influences was essential. The mystical essence of the fragrance felt like a perfect harmony between Brazil's wild beauty and New York's edgy, modern vibe.

”i wanted to create a tactile experience that mirrored the complexity, freshness, and elegance of the perfume. It was all about translating the intangible qualities of the scent into something tangible—allowing people to 'see' the fragrance through my art.”

- Renata Zandonadi Quaglia

Journal Talks: Speaking of the "Ros" campaign with Björk and Berries, this collaboration reimagines the classic rose scent through a modern, artistic lens, merging traditional storytelling with your innovative embroidery.

Could you share your experience working on this project? How did you approach the challenge of capturing the essence of the fragrance through your stitching art?

Renata: Working on the "Ros" campaign was a thrilling and creatively challenging experience! I approached it by thinking about how the fragrance's floral notes could be visualized through texture and colour.

I wanted to create a tactile experience that mirrored the complexity, freshness, and elegance of the perfume. It was all about translating the intangible qualities of the scent into something tangible—allowing people to 'see' the fragrance through my art.

Journal Talks: Were there specific challenges or breakthroughs in translating the fragrance's story into your art?

Renata: The biggest challenge was definitely translating something as abstract as a scent into a visual form. Fragrance is a sensory and emotional experience, so I focused on capturing those aspects. It was about finding the right balance—representing the fragrance in a personal and resonant way.

I think my breakthrough moment was when I started to connect the scent's emotional impact with specific textures and colours, creating pieces that truly embody the essence of "Ros."

Journal Talks: Your art beautifully bridges traditional craftsmanship with modern innovation, which resonates with us at Björk and Berries. In today's fast-paced, digital world, how do you see the role of traditional techniques? How do you balance preserving these traditions while pushing the boundaries of your craft?

Renata: Traditional techniques, in a way, ground us—they offer a connection to history and a tangible sense of craftsmanship that many people crave in our digital age. I see them as a valuable counterpoint to the speed and impermanence of modern life.

Balancing tradition with innovation is all about harmony for me. It's respecting the roots of these techniques while not being afraid to experiment and integrate new ideas. This fusion allows for richer, more nuanced art—where the past and the present speak to each other.

Journal Talks: Finally, what words of wisdom would you offer aspiring artists who are just starting out? What has been the most important lesson you've learned on your journey?

Renata: I would say stay true to your unique vision. It's so important to keep sight of what makes your work personally meaningful, no matter the trends or external pressures.

The most crucial lesson I've learned is the power of persistence. Challenges will always be there, but you'll find your path if you keep pushing boundaries, experimenting, and staying dedicated to your craft. Passion and dedication are the guiding lights through it all.

Renata's journey is a testament to the beauty of blending tradition with innovation, and her story is an inspiring reminder of the power of art to transcend boundaries.

Through her vibrant stitching, Renata continues to weave her story into the fabric of the art world, one stitch at a time.

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