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The Embassy of Guatemala in Mexico, in collaboration with INGUAT, organized the KA’AX event at the Ex Capilla de Guadalupe Cultural Center, located in the Miguel Hidalgo Mayor’s Office, Mexico City. The event seeks to promote Guatemala’s country brand, including a coffee tasting, Guatemalan gastronomy tastings, a fashion catwalk, and a pop-up store.
KA’AX, a word of Mayan origin that means Union of different elements, was chosen to name the event to reflect the challenge of integrating and unifying more than ten brands on a single catwalk. The event coordination was thanks to Vessel Atelier, a Mexican company founded 14 years ago by a Guatemalan woman dedicated to promoting local and artisanal design globally.
Vessel Atelier, under the creative direction of Liza Carrillo, took on the challenge of creating innovative and unconventional styling in the fashion industry.
Today, Vessel Atelier has a concept store in Colonia Roma in Mexico City, where Guatemala is ever-present. Its objective is to exhibit, sell, and find business opportunities for Guatemalan brands. KA’AX’s mission is to show the cultural identity of Guatemala through design, thus consolidating the country’s brand.
KA’AX was the perfect showcase to present brands of Guatemalan talent of different types like Casa del Jade, Chi Luisa, Down to Xjabelle, Estilo Quetzal, Etzbal, Jaspe by Vitto, Nathalie Siman, Sofía Hegel, Tuux, Victoria Rivera and Vessel Collection.
The stellar catwalk featured the collaboration of MAC Cosmetics, led by Key Artist Georgina Padilla and her team of experts, who created a total look inspired by the colors and threads of Guatemala.
With this initiative, we seek to take this exhibition to different cities globally and unconventionally promote Guatemala.
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