KRYSTAL PANIAGUA DEBUTS SS25 COLLECTION IN FILM 'TIERRA'

WORDS RACHEL EDWARDS PHOTOGRAPHY EMILIANO CUESTA

Puerto Rican designer Krystal Paniagua gives a peak into her SS25 capsule collection through short film Tierra, out today. In collaboration with filmmaker Sal Redpath, the pair met by chance in Mexico City and instantly clicked. Shot on Super 16mm by Sal and cinematographer Vladimir Lobunėts, the project reflects the primal qualities that define Paniagua’s work. The word 'tierra' means earth/grounded in Spanish, which makes sense - Paniagua doesn't follow trends, she is more interested in creating timeless pieces that connect body and soul.

With support from Sunny Bee Collective and composer Tom Jarmey, Tierra is a form of reflection for Paniagua, who started the brand in London five years ago before moving to Mexico. Since then, she has developed a practice rooted in community, craftsmanship, and her connection to her environment. We sat down with Krystal and Sal to find out more about the project, and to see what we can expect next.

How did the collaboration come about?

Krystal Paniagua: We met in Mexico City through a mutual friend during a pop-up I was hosting. When I met Sal, we instantly connected, and he proposed working together on a campaign. I was very keen, as I admired his vision and was curious to see how he would interpret the brand through his lens.

How did you find starting a fashion brand in Mexico City vs London?

KP: The brand was born in London, and its first two years were conceived and shaped there. It was a pivotal time to be starting out, as London fosters so much emerging talent. But as a Latin person, I longed for a deeper connection. When I visited Mexico in 2022, I fell in love with the energy, the people, and the environment, and I decided to take the leap and move. It was the best decision for me. I feel more supported by my peers and community.

How would you describe the brand and its identity?

KP: It’s unpretentious, it’s believable, it’s about being different without compromising comfort.

Do you think fashion films still have a place in the world of influencer content?

KP: I hope so. Otherwise, what a superficial world it would be. That said, people today are more drawn to easily digestible content that can be consumed in seconds. But I still watch and value well-made films, and I hope there are still many of us willing to take the time to appreciate that kind of depth.

Where do you think the future of fashion lies?

KP: It’s hard to say… things are challenging for independent creatives. I hope the future lies in relying more on community, supporting each other, growing together, and building our own economy.

Sal, why were you drawn to the collaboration?

Sal Redpath: I was looking for a designer to collaborate with during my trip in Mexico City. After meeting with a few, Krystal stood out immediately, I loved her vibe and the clothes really felt different from the usual scene there, I knew we could make something special from that point!

What was your favourite part of the process of working on this?

SR: Aside from bringing Krystal collection to life, working with 16mm was great, something about the lack of playback makes everyone hyper focused while being able to move along quickly. The final image is also amazing of course, I was really happy with all the in camera speed ramping and other effects we managed to achieve.

I think its important to say this project would have not been possible without my long time Mexico City DOP Vladimir Lobunėts, & my producer Emiliano Cuesta. Working through all the problem solving and creative was a joy with them. My visual taste is really aligned with Vlad’s eye so the framing was always on point. Between him and Emiliano they really helped pull together this 30 person production all shot on location in one day! 

What creative decisions did you make in filming based on Tierra specifically?

SR: For me the objective was to get across the sleek elegance of the garments as well as the elemental, earthly connections of the brand, which was a joy! I find fashion films really creatively stimulating, you’re still having to sell a product at the end of the day, however there's so much more leeway in how you can present the branding. The concept can be a bit surreal or stylised which is so much more interesting to me than traditional commercial space.

The sword idea took a long time to get right, I wanted it to be sleek and beautiful, almost an accessory, something that did not invoke any war connotations but instead felt some what natural to pull out of that handbag. I have Moises Moreno to thank for all of that wizardry in the VFX. 

Getting the correct pacing in the soundtrack was a challenge. The film is so short and with two distinctive sonic environments, keeping the overall sound cohesive was tough but Tom Jarmey really smashed it with the composing, I think the final song is a banger even without the visuals! 

What are you working on next?

SR: Some music campaigns, documentaries then back out to Mexico :)