Espadrilles are widely used outside Brazil. Especially European women are loyal users of these shoes. VAM Magazine invited Tramadie to talk a little more about this traditional footwear, loved by Europeans and high royalty, which has been expanding its space in Brazilian women's looks day by day.
Come read this chat and find out more about this shoe in the world:
Laura Gaspari, CEO and Creative Director TRAMADIE, for VAM Magazine Edition with Renata Kuerten (Interview + editorial)
By Antonio Italiano
1. Laura, let's start the interview by talking about this moment we are still facing. What has the challenge been like working during the pandemic as creative director at TRAMADIE? How do you create? Tell us a little about your creative moment:
It was complex, perhaps a little scary. The uncertainty of experiencing something so unknown and devastating can be paralyzing. The worst is behind us! Difficult periods make me more creative, I took advantage of the time to put many plans on paper and now is the time to implement them and bring news. There are lots of them out there!
2. TRAMADIE has been a huge fashion phenomenon in São Paulo, and of course, traveling around the world accompanying elegant and free women. Can you list the reasons for this success?
A successful brand in my definition is one that has won the hearts of its customers! I always say that if my clients use my products and are satisfied, I am happy, but if when they use Tramadie they feel that our product was made for them, then we have achieved our purpose!
We are obsessive about delivering comfort with elegance, and completely faithful to all the steps that deliver this casual and elegant product.
A Tramadie product is only launched if we answer yes to these 3 questions:
1-Is this product comfortable?
2-Is this product versatile for the various occasions of a modern woman's busy day?
3-Is this product as casual as it is elegant?
3. Laura, how did Tramadie come about and how do you define the creative DNA of your brand?
I've always traveled a lot and I remember the first time I noticed Espadrilles on so many women's feet in the European summer. More than 20 years ago I fell in love with Espadrilles and when I decided to launch my own brand, I had no doubt that it would include these shoes. We also have a line of canvas and leather bags that are also a success in our sales.
Espadrille was born in Europe and is used a lot there and differently than here in Brazil. Europeans wear Espadrilles creating much more social and urban looks. It is very common to see it on the feet of European royalty, Letizia Ortiz, Kate Middleton and Meghan Markle are fans of Espadrille. Here in Brazil, Espadrilles are often used with casual and beachy looks. At Tramadie we propose the use of Espadrille to create urban looks. On Instagram @tramadieoficial and on our website, we show how this works really well, using a lot of tailoring to create the look with Espadrille.
In the windows of major brands you see new models of espadrilles every year in the spring summer collection. It is still a product that is better used outside of Brazil, perhaps because its origins are European and they have been using it for much longer than us Brazilians.
At Tramadie we create well-constructed and special products, designed to fit well into different occasions on the same day. I am very inspired by the European essence of the product and how Espadrille is used around the world, putting our differences to make them even more perfect for us Brazilians.
4. Tell us what it was like to create the “Espadrille”, we know that it has a super differentiator, in addition to the design being beautiful, where walking is even safer and more comfortable, is that right? What materials are used?
Espadrilles are shoes made with rope soles and a canvas finish.
Our difference is undoubtedly the design and comfort. Our insole was developed to let us walk with comfort and elegance!
My goal was to create an Espadrille that was as close to elegance as a high-heel shoe and as close to comfort as a sneaker. The Espadrille Tramadie is a great option for traveling, for example, you can walk around all day sightseeing and stop at a more tidy place to eat, all without getting tired and in a hurry!
5. In our conversation you shared that in addition to being the brand's creative director, you have experience in franchising, what was this moment of change like as a businesswoman?
Yes, I have worked with franchises since my first professional experience. I managed and still manage many cool brands in franchise and company-owned stores. My entrepreneurial process blended with my life as an executive. I started having some franchises while still being an executive and then opened my consultancy in store chain management. The experience of creating a brand and a product from scratch has been delightful.
6. What are your perspectives regarding the future of TRAMADIE? Tell us about the new releases for 2022, the year that has just started:
Tramadie is still a baby, we were born in July 2019, we still have a lot to achieve! We sell throughout Brazil, but we have an international market that is very interested in our product. This year we will structure it to deliver outside Brazil as well. Also this year we will launch 2 new models and new variations of our favorites, which are the knit espadrilles, certainly the most exclusive and consumed by customers.
7. For women, it is very important that there is always representation and encouragement of the power they carry. Laura, what does the phrase “Feminine Manifesto”, embroidered on your Office Bag, mean to you? What is the production process for bags and accessories like?
I'm proud of this, our manufacturing process is artisanal and more than 70% of our overall workforce is women! Tramadie is a very feminine brand and our Office Bag has this phrase reminding us that the job market still has a lot to be conquered by us women.
