Seven years have passed since brothers Kiko, Pep and Lluís Buxó launched the first collection by Shon Mott, a company specializing in minimalist fashionwear, with the emphasis on pure-looking fabrics, simplicity of shape and stylish elegance.
Their approach to fashion is an unpretentious sincere one, learnt in their own home (given that a large part of the family works in the textile industry) and, since their childhood, it has influenced their vision of elegance, which they equate with functional, timeless qualities.
When they came up with the notion of Shon Mott, in their initial ideas for the company’s brand identity, it was a great reference to look back at their family roots. The really big step forward occurred when they opened their first store.
The creative process behind the pieces of this clothing brand again reflects the brothers’ origins, since they work side by side with artisans, paying particular attention to the quality of the materials, as is the case of the cashmere they use. This is spun by the Loro Piana family in Italy and woven as sustainably as possible in the province of Barcelona.
In the design of their new garments, Pep, Kiko and Lluís draw on the work of leading figures from the worlds of art and architecture, such as Xavier Corberó, Constantin Brancusi and Mark Rothko. The Mediterranean is another constant source of inspiration for Shon Mott, and Barcelona is both the company headquarters and the setting for the presentational video of the 2021 Spring-Summer collection.
The video by Pau Carreté uses interplay between light and shade to draw our attention to the importance of opposites. Life and death. Winter and spring. In the film, Galician dancer and model Gonzalo Alonso represents cold’s harshness and intensity through dance, while Barcelona architect Laia Rafel embodies spring through a song to life that brings darkness and winter to a close.
The fashion film was shot in black and white, using an analogue camera to convey a profounder, more emotional message. This was a way of distancing it from an advertising spot, putting it on an intellectual par with wearers of Shon Mott clothes.