The iconic «Victoria» dress ExpoMilano15

Kukuxumusu and Victoria have teamed up to design clothing for staff in the Spanish Pavilion at the World’s Fair which runs from 1 May to 31 October on the theme “Feeding the Planet. Energy for Life”. A total of 144 countries and three international organisations are taking part in the event, which is expecting more than 20 million visitors.

“The language of taste” is the slogan at the Spanish Pavilion, which will be staffed by 150 people wearing print garments with drawings by Kukuxumusu. According to a spokesperson, “the design draws together the great milestones in Spanish culture, dealt with symbolically and arranged in a harmonious, life-filled chaos created through colour and form. It is a metaphor for the characteristic features of Spain combined with its intrinsic diversity”.

The basic wardrobe, which consists of jacket, trousers, shirt and polo-shirt, is combined with accessories like scarves, ties and bow-ties, kaftans and raincoats, while the sneakers have been designed in partnership with Spanish plimsoll brand Victoria. In previous editions of the Expo, the honour fell to other Spanish designers like José Miró for Shanghai 2010 and Miguel Palacio for Zaragoza 2008.

Kukuxumusu specialises in visual communication, developing and implementing ideas, drawings, brands and designs on a vast number of different media. Its main markets are Southern Europe (France, Italy and Portugal) and Latin America (especially Chile and Mexico), and its online shop takes orders from Germany, Greece, Italy, UK and USA. For its part, in 2015, Victoria is celebrating the centenary of its legendary plimsolls, with their soles made from Spanish rubber and uppers from 100% natural cotton. An icon in its own right, the brand is sold through multi-brand retailers in Europe, Korea, Japan and USA.

The Victoria label was born in 1915 in La Rioja and arose from the powerful textile industry that was emerging at the time and the traditional manufacture of espadrilles, which dated back to the 19th century.

Over time, Victoria confirmed its standing as the leading brand in the youth market. Nowadays, the company targets both the children’s fashion and youth fashion industries. Both lines are designed and created by the Victoria team with a view to spurring the company on both in Spain and abroad.

Victoria is… design + quality + comfort. The label Victoria has been the Spanish market leader in footwear for young people since 1915. The company’s mission is to dress every youngster in the best designed shoes available on the market and to achieve this, its strategy is based on continual improvement and the search for new trends and fashions.

The design team investigates and analyses trends in order to create the finest collections without ever losing sight of the fact that Victoria has a very iconic side to it, which can’t be changed. The rim of the sole, the grains-of-rice effect of the sole, the retro serge lining… over 50 years’ experience making plimsolls in the same way and the results speak for themselves.