Brand Spotlight: The Animals Observatory
Based on the premise that children should carve out their own path in the world by following their instincts, Spanish brand The Animals Observatory champions kids’ creativity and independence, and the resulting clothing is both sophisticated and fun. Here, we talk to Creative Director, Laia Aguilar, about the inspiration and philosophy behind the brand.
- Photography
- Constance Gennari @ The Socialité Family
- Written By
- Phoebe de Croisset
When did you become a mother, and how did the experience affect your career path?
I had my first child, my son Pablo, when I was 30, and that was also the year I founded my first clothing brand, Bobo Choses. I’d never thought about working in fashion before then, but that’s what I did from that point on. And they were eight incredible years.
How did your work with Bobo Choses prepare you for The Animals Observatory? What lessons did you learn and apply to your next project?
I learned, on the one hand, how to be a businesswoman and to think like a businesswoman and, on the other, in my 8 years as the brand’s creative director and designer, I learned about creating clothing collections as a unit, not as a series of disconnected styles. Every colour, every print, every pattern needs to resonate with the same harmony without compromising its own individuality. In truth, it is not so different from what Miles Davis called “controlled freedom” in relation to his musicians, who he said should play with freedom while also listening to the rest of the band members. That’s the definition of free Jazz. And that’s something I began learning about at the helm of Bobo Choses. But it wasn’t until I started The Animals Observatory that I was able to master it with greater maturity.
I had my first child, my son Pablo, when I was 30, and that was also the year I founded my first clothing brand, Bobo Choses. I’d never thought about working in fashion before then, but that’s what I did from that point on. And they were eight incredible years.
How did your work with Bobo Choses prepare you for The Animals Observatory? What lessons did you learn and apply to your next project?
I learned, on the one hand, how to be a businesswoman and to think like a businesswoman and, on the other, in my 8 years as the brand’s creative director and designer, I learned about creating clothing collections as a unit, not as a series of disconnected styles. Every colour, every print, every pattern needs to resonate with the same harmony without compromising its own individuality. In truth, it is not so different from what Miles Davis called “controlled freedom” in relation to his musicians, who he said should play with freedom while also listening to the rest of the band members. That’s the definition of free Jazz. And that’s something I began learning about at the helm of Bobo Choses. But it wasn’t until I started The Animals Observatory that I was able to master it with greater maturity.
How was The Animals Observatory born?
It was a case of love at first sight when I met my business partner, Jan Andreu. He is a businessman, but also has the quality of extraordinary sensitivity. He has it all: financial instinct and the soul of a child. I’m completely in love with him. And he makes me laugh so much... He came to me with the idea of launching the brand. I take care of the creative side and he deals with the management aspect. I’d never experienced such a degree of professionalism before. It’s a privilege to work with him.
What was the inspiration behind the brand and philosophy?
Jan’s instinct provided the inspiration. The Animals Observatory would never have existed without him.
How do you begin to dream up collection? Does it start with a shape, color, theme?
A new collection is always sparked by a group of elements, which are frequently numerous and very diverse, especially for someone who, like me, lives their life surrounded by visual influences.
What was the inspiration behind the Spring/Summer 2018 collection?
The paintings of David Hockney and Fairfield Porter, the graphic works of Jerzy Treutler, the street style of the 1970s and even the crazy clothes worn by participants in the 1960s Democratic and Republican conventions in the USA. They are wonderful! For the colour palette, I chose strong greens, pinks and blues, in a line inspired by the colours of the Italian school.
It was a case of love at first sight when I met my business partner, Jan Andreu. He is a businessman, but also has the quality of extraordinary sensitivity. He has it all: financial instinct and the soul of a child. I’m completely in love with him. And he makes me laugh so much... He came to me with the idea of launching the brand. I take care of the creative side and he deals with the management aspect. I’d never experienced such a degree of professionalism before. It’s a privilege to work with him.
What was the inspiration behind the brand and philosophy?
Jan’s instinct provided the inspiration. The Animals Observatory would never have existed without him.
How do you begin to dream up collection? Does it start with a shape, color, theme?
A new collection is always sparked by a group of elements, which are frequently numerous and very diverse, especially for someone who, like me, lives their life surrounded by visual influences.
What was the inspiration behind the Spring/Summer 2018 collection?
The paintings of David Hockney and Fairfield Porter, the graphic works of Jerzy Treutler, the street style of the 1970s and even the crazy clothes worn by participants in the 1960s Democratic and Republican conventions in the USA. They are wonderful! For the colour palette, I chose strong greens, pinks and blues, in a line inspired by the colours of the Italian school.
What is your favorite piece from the collection and why?
It would be impossible for me to choose one! I design it as a unit.
Describe an average morning in your home.
I wake up at 7.00 am and have a coffee with my husband and read the papers. We wake the kids up at 8.00 am and take them to catch the bus. Then we go for a walk in the forest together and I’m at my desk by 10.00 am, then I work through to 6.00 or 7.00 pm.
How do your children influence your work?
A great deal! They are my most ardent critics. They absolutely inspire me because as children, they are free from those things I learn every day. You only have to listen to the way they associate ideas, their vocabulary and their unprejudiced perspective, their honesty. How can you not be inspired by them?
Best and worst parts about being a working mother? How do you find balance?
Sometimes it’s very hard. The worst part is not being able to spend as much time with my children as I would like. The best is having quality time with them. That’s the key thing.
When and where are you happiest?
I’m happiest when I’m at home, living in the country, focused on my family and my work. I couldn’t ask for more in life. I have everything I want, and I want everything I have.
It would be impossible for me to choose one! I design it as a unit.
Describe an average morning in your home.
I wake up at 7.00 am and have a coffee with my husband and read the papers. We wake the kids up at 8.00 am and take them to catch the bus. Then we go for a walk in the forest together and I’m at my desk by 10.00 am, then I work through to 6.00 or 7.00 pm.
How do your children influence your work?
A great deal! They are my most ardent critics. They absolutely inspire me because as children, they are free from those things I learn every day. You only have to listen to the way they associate ideas, their vocabulary and their unprejudiced perspective, their honesty. How can you not be inspired by them?
Best and worst parts about being a working mother? How do you find balance?
Sometimes it’s very hard. The worst part is not being able to spend as much time with my children as I would like. The best is having quality time with them. That’s the key thing.
When and where are you happiest?
I’m happiest when I’m at home, living in the country, focused on my family and my work. I couldn’t ask for more in life. I have everything I want, and I want everything I have.
