Maite Casademunt

Spanish fashion said farewell to 2024 with some sad news, the death of Lola Casademunt. A woman who, in 1981, started creating hair accessories in the basement of her home in Cardedeu (Barcelona) and who, in 2018—at the age of 87—, retired leaving one of the biggest fashion brands in the country in the hands of the protagonist of this interview, her daughter: Maite Casademunt (Cardedeu, 1970). “The fashion industry has given my mother a great send-off—she admits—. They have said such incredible things about her and now I believe we have to work hard to live up to her.” This weekend, she will have the chance to prove herself at MBFWMadrid—event sponsored by Iberia—, where Lola Casademunt by Maite will present her new collection, Deauville. “It is a reinterpretation of the relaxed seaside style typical of Normandy with a chic and sophisticated flare. I think you’re going to love it!” she confesses. Maite, who started working with her mother from an early age and became the other main drive behind the brand’s growth, is now the person called on to preserve its legacy: “My mother’s essence was the handcrafted tradition that she treasured holding in her hands. All the beading and embroidery she used to do, for example, added a distinguishing flourish to our garments.”

Your mother started creating accessories in the basement of your home in 1981. As a witness of the brand’s incredible evolution, how do you feel when you look back?
I feel very proud of my mother and of the brand’s origins. For her courage to start a business as a widower with four children. I always say that needs must, and she had to get her business off the ground and provide for her family. Since then, we’ve spent more than 40 years of working tirelessly from dawn till dusk to make the business grow and I feel very proud of everything we’ve achieved.

You started working for the brand at the tender age of 19. Did you always know that you wanted to follow in your mother’s footsteps?
Yes, since I was little, I’ve had an instinct for fashion. I used to look at clothes shop windows and I loved what I saw, I wanted to buy this and that. I was also the youngest of my sisters and, when they started working and used to buy themselves cool clothes, I’d sneak into their wardrobes to wear them. I used to wear different clothes to people my age, I had style. When I started, my dream was to turn an accessory business into a fashion business.

“My mother retired when she was older, and I learnt from her until the very end. I had a great teacher; it was a master’s in life”

In 2018, you started leading Lola Casademunt. What was taking on that responsibility and managing that generational handover like?
It was very organic because I’d been working side by side with my mother since I was 19. I knew that the day she took a step back, the responsibility would fall on me and I often thought about what would happen when she was no longer here. My mother retired when she was older, and I learnt from her until the very end. I had a great teacher; it was a master’s in life.

Lola Casademunt pieces are aimed at strong and stylish women full of character. © Courtesy of Lola Casademunt

When your mother passed away, you said on social media: “Her legacy will live on forever in each garment, in each detail, and in the essence that we are.” What is that legacy?
I’m going to read you one of the messages we received after her passing: “Lola Casademunt was a pioneer for her ability to make her vision a reality and her legacy is not only that of an internationally renowned brand, but of a person who taught us how to overcome challenges with creativity, bravery, and elegance.” Isn’t it nice for someone from the fashion industry to write something like that about my mother, right? Big designers also remembered her, like Teresa Helbig, Lorenzo Caprile, or Modesto Lomba.

How has Lola Casademunt managed to preserve its essence in such an everchanging and competitive landscape as the fashion industry?
As a creative director, I always require that each of our pieces has something special, something that makes them stand out. Lola Casademunt is a recognisable brand, with its own DNA and way of being that makes it unique. We have admirers and naysayers, but we leave no one unmoved. I’m always excited when stylish women confess that they are fans of our brand.

“I always say we have to sell self-confidence, because feeling good about yourself makes you happy. Deciding what to wear every day is an emotional experience”

Female empowerment is one of the mantras of Lola Casademunt. What kind of woman do you want to represent?
For us, it’s not a question of age, it’s a question of attitude. We want to represent a woman who likes to feel unique, special. Someone who wants to stand out. I always say we have to sell self-confidence, because feeling good about yourself makes you happy and makes you shine from within. Deciding what to wear every day is an emotional experience.

Lola Casademunt’s growth as a brand in recent years has been unstoppable. © Courtesy of Lola Casademunt

How does fast fashion affect a brand like yours?
We cannot compete with those kinds of brands, not in terms of prices or margins, but we don’t aim to either. I like to give our product a distinguishing trait and I cannot stand it when I’m told we can’t do something because of budget. To make something special, for magic to happen, I need to be able to choose materials without limitations. We believe in quality and look for a different type of customer. We’ve also realised that more and more people are looking for special pieces, something to add a distinguishing touch to their look and that’s when they come to us. There’s enough of a market for everyone.

“Spanish talent deserves more recognition than it has. Before, you’d travel around Europe and be amazed, but now I see the same or even more talent in Spain”

Lola Casademunt is having a moment, what are the keys to that success?
Even I’m amazed with everything we’re doing. And so much diversity! Las year we collaborated with the Museo Reina Sofía, the America’s Cup, and Peppa Pig. How can we go from art to sports to a children’s cartoon? We cover many sectors, and I love that. I believe the key to success is work, work and more work, but also putting a lot of passion into it and making the most of the opportunities that arise. There’s nothing like setting yourself a goal, but to achieve it you have to surround yourself with a great team and at Lola Casademunt we’re lucky to have it.

In your experience, what image do people abroad have of Spanish fashion talent?
Spanish talent deserves more recognition than it has. Before, you’d travel around Europe and be amazed, but now I see the same or even more talent in Spain. We lack believing in ourselves. That’s why it’s important to build the industry up, take each other by the hand, and feel proud of belonging. Sometimes I think we’re too individualistic and what we need is to be better colleagues, become a close-knit group, and go onwards and upwards, which is what we deserve.