LATARDE is the brand of designer Maria Gudkova, a graduate of the British Higher School of Art and Design. The designer suggests enlivening one’s everyday life with bright and elegant clothing, practical for both a workday and for a night at the theater, for an exhibition tour, or for a party with your friends. In Spain, la tarde means an interval from 1 PM till 7 PM, a perfect space in time between the morning and the night, when we feel like changing our strict work suits to something less formal.
Therefore, LATARDE’s DNA is a combination of two contrasting styles, combining strict office minimalism and a cocktail dress in a single look, which can make you comfortable and yet would be appropriate anywhere throughout the day. The cool and futuristic campaign video worked well with that concept, with models posing in both casual and workplace situations, and steaming their favorite looks on a clothes rack.
The starting point for this collection was an overall minimalist style, combined with geometric abstract patterning featuring a combination of clear shapes and bright color spots. Shapes and contrasts give the looks a special personality and character, and the garments would well suit in a well-planned wardrobe of a modern lady who hates mundane looks.