Reportage: © Juan F. Burgos
Sevillian Tala Álvarez Pareja-Obregón is passion becoming action. Her father wasn’t wrong when he put her a name which defines her. In native Indian-American, Tala means wolf hunting. And Tala never quits haunting looking for excelence for Yaramma, (http://www.yaramma.com), her casual and smart fashion label made in Spain. Yaramma, a name which in one of the many dialects of Senegal means thank you.
“Despite combining all the styles, it calls my attention the ethnic, but above all to combine it with classic and flamenco touches. I like mixing and overlapping, because mixing can enrich and is the way to be original; to be distinguished. My clothes are made for 24 hours and my target is a woman from 26 to more than fifty years; a full woman, with personality, fighter, independent and socially involved”.
“I don’t claim that she wears Yaramma from the bottom to the top, but to combine it with other pieces of clothing. With the current crisis the creativity that everybody have inside has flourished and my clothes help those needs of people about strengthen, overcoming things, with the aim of being different, going out of the mass. Besides, woman doesn’t let herself go by trends never more. She has better criteria and she wears what she likes and what she feels good with”.
“The collection we’re bringing today to telademoda.com is “hippie-chic”, with a lot of mixture, but very wearable. Anybody can wear it, The cape, made of reversible leather, it’s a very ethnic piece, and very requested by my clients, but also the jacket (one of our star pieces), wich in this occasion is a copy of the German military which, like the denim one is embroidered”. Tulle skirts give the bohemian and delicate touch to the outfit”.
“The “culottes” have a excessive width to make it seem that it’s a skirt and hats, diadems, turbans and bags are hand made, like jewelry, with semiprecious stones, of the Catalan label Taranta with whom we collaborate”. Yaramma, whose ateliers are in Marchena (Seville, Spain) collaborates with the Spanish NGO Coopera, where they give one euro each selling for a education Project in Senegal.
Women are sent a piece of clothing in order to tailor themselves, but with a fair price. The next will be a bikimi from the spring-summer collection. Yaramma is not just sold “online” in the website: (www.yaramma.com), but also in shops. For instance: In Galerías Alfonso XII, Seville; in Blinda (Fuengirola), in Wings (El Rompido), in Lola (Sabadell) and in Barcelona in “Itinerarium of Borne”; Tanganika; Salama and Con N.