April 21, 2021 | Luxury in Emerging Markets: A Conversation with Johanna Ortiz

Johanna Ortiz’s beautiful and eclectic collection is inspired by a variety of moments. Living in the charming city of Cali in Colombia, she is surrounded by beautiful flora and fauna that seep into her artwork of clothes through their graceful flow and variety of colors. Growing up in Latin America, Ortiz always knew she wanted to have her own atelier where to produce her clothes independently, not only for an environmental responsibility, but a social one as well. Each piece is handmade and incorporates the culture of her country and the abilities of each person's skills, adding an aspect of humanity and personalization to the brand. Despite their local production, her products are truly global, thereby allowing for a hint of Latin American spice to spread across the world. Gaining inspiration from her interior designer mother, who has always loved unique textiles and fabrics, Ortiz was certain she wanted to go into the fashion industry. She began with bathing suits and naturally transitioned into all kinds of haute couture, but not without a few setbacks. Refusing to give up, Ortiz continued to design and create from the heart, ultimately leading to the success she has achieved today. 

In response to society’s move towards a more technological and global era, Johanna Ortiz recently tapped into both the e-commerce and international retail space. In the past year, she launched the Johanna Ortiz online store, and partnered up with retail giant H&M for an exclusive collection, in the  meanwhile remaining true to the unique identity of the independent brand. Apart from this new partnership, Ortiz continues to create frequent and unique haute couture collections -- the most recent of which was based on “magical realism” --  characterized by a femininme name and an ethereal aura. Interestingly, Ortiz is sometimes inspired by the collection and other times by the name, thereby alluding to her ability to visualize what her future collection will look like, and then subliminally coming up with a name that exudes the same feeling. 

Another important aspect that was highlighted in the conversation is the artisanal aspect of the brand. In this sense, Ortiz is always ensuring that every product is made at the heart of where the brand began, and that time and dedication are incorporated in its creation. In line with its artisanal foundation, the brand is also vertically integrated, meaning that the design, creation, production and distribution of every product is executed by Johanna herself. Every aspect of this brand highlights the desire of the creators and the designers, ensuring the clothes reflect the aura of the collection and transcend these same emotions to the consumers.