For years, Carla Grima Atelier has collaborated with the local musical duo, The New Victorians, sponsoring their shows by dressing the musicians with pieces from our seasonal collections. The sisters would perform, on local and foreign stages, bringing our prints to the attention of a broader audience. The success of the sponsorship over the years has led to the forming of a close bond between the designer and the sisters, who performed at the ceremony of the designer’s own wedding in May 2021, and inspired many more collaborations between the brand and other local talent that would follow.
In 2021, the relationship developed into more of a collaboration amongst artists, where Carla was able to sit in on the discussions of art direction of the singers’ music videos for a series of three lockdown-inspired song releases, involving collaborations with other musicians.
This meant for a more harmonious relationship where all artists could bring their ideas across, and tie the designs of set and costume together. It was the first time that Carla tailored looks from her upcoming collection specifically for their use, and to suit the style of each music video respectively. Likewise, during the story-boarding phase for the singers’ process for creating their videos, Carla was able to make suggestions based on sketches and preliminary designs of each set of looks.
Thank you Philippa & Bettina x