Everybody has heard of Andrés Reisinger. The digital artist and designer, followed on Instagram by over 550,000 followers, has been dressing up the world’s most beautiful monuments and buildings with his canvases and pink furs for several years now.
A good catch for Californian designer Doni Nahmias, who took advantage of the Frieze festival to present a capsule collection inspired by his collaboration with Andrés Reisinger. “I was always familiar with his work through social media channels,” explains Nahmias. “One day, he sent me a message on Instagram saying he loved my brand and would love to collaborate with me one day. I took it as a compliment and as I really loved his work, we decided to do something. Time flew, and I had this opportunity with Maxfield to take over the gallery and we started working with Andrés on a concept and an idea around a huge apple.”
Used by Andrés Reisinger in his digital creations and by Doni Nahmias in her early collections, the apple was chosen as the main motif for the Nahmias capsule collection. The fruit is also featured as a giant sculpture at the entrance to the Maxfield store and in the gallery dedicated to the Nahmias pop-up, surrounded by a pink flower meadow, a concept so dear to Andrés Reisinger. “The apple is a symbol of culture, of love, of the origins of humanity”, adds Nahmias. “With this giant apple sculpture at the entrance to the store, people stop, and it creates a new environment. It’s really fun. I always like the idea of not taking everything so seriously in fashion.”
Founded in 2018, the Nahmias brand has been on the rise for several seasons and is now sold by over 70 stockists worldwide including The Webster, Maxfield, Selfridges in Los Angeles, Galeries Lafayette in Paris and Harvey Nichols in Doha and Dubai. An organic growth which has encouraged the designer to push the brand even further.
“The evolution of Nahmias was so many baby steps,” explains Nahmias. “Maybe one store started to pick it up, then another followed. People started talking about the brand, following me more on Instagram. It became cool, people started wearing my clothes and more and more respected stores started to reach out. It all happened a bit like a game of dominoes, with one step after another. As the activations and pop-ups progressed, things moved forward.”
The opening of the Nahmias pop-up at Maxfield should also enable the brand to push ahead with its plans to open its first boutique. “Opening a store is the next project,” continues Nahmias. “I think we are using this great opportunity with Maxfield as the first step in stone to test if we are opening a brick-and-mortage store. This pop-up is going to teach me lots of things, open me up to a different clientele, and help me refine the boutique project.”
As for shows, the Nahmias brand, which has already shown in Paris several times, and notably presented its autumn-winter collection in January 2023, is not expected to return to the City of Light just yet, and is considering other opportunities. “I love doing shows in Paris” conclude Nahmias. “The Paris show was a dream. But organizing a show in Paris is also a lot of investment, a lot of money, a lot of stress, a lot of politics. I think we need to rethink shows to have a real impact and make up for the time and money spent. Do we do a show in Paris, do we do a show in LA, do we do it somewhere else? I want to feel free, to be able to choose the right format and see how it works.”
The Nahmias pop-up at the Maxfield gallery is open for another 10 days, and could run until March 20.
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