Guido Vera is a Publicist from the University of Arts, Sciences and Communications (UNIACC). After spending his childhood and adolescence in Punta Arenas, he moved to Santiago in 2010 to start his studies in communications, with the aim of linking this area directly with the fashion industry.
In 2012 he took a summer short course of Cool Hunting and fashion at the prestigious Central Saint Martins in London. This course, along with various activities he had at London Fashion Week that year, become the starting point of his career. Guido, after this trip, lands in his native Chile and immerses himself in the social media boom and starts his own blog; Thus, he begins to create content for local and international brands, writing tips and articles on his personal street style. With the latter, Guido has managed to establish a new perspective on the dress of Chilean men.
Guido has worked for over four years in fashion production, styling, parade and performance assistance. He is also creator of content for social networks with brands from the independent circuit.
In March 2018, he launched his self-titled project based in Santiago de Chile: Guido Vera, a unisex clothing and accessories firm. In May of the same year, Revista Paula conducts a double-page interview with volume
September 14, 15 and 16, 2018, he held in the city of Punta Arenas an exhibition of his volume I in the central nave of the new Cultural Center of Punta Arenas.
On October 1, 2018 Inacap - Punta Arenas Headquarters- invited him to give a talk in the seventh edition of "Inacap Tour, creating value with social innovation" with a talk and workshop for students of the design career where he discussed the topic "Create from the territory". The talk was for Inacap teachers and students and open to the public.
On July 02, 2019, volume II "From The End of The World" was presented at Hotel Plaza el Bosque in Las Condes, Santiago de Chile in collaboration with Elite models Chile, MAC Cosmetics, JOICO, Saloon 2 and Park 17 of Hotel Plaza the Forest with Fran Straube from Rubio Music who gave life to the catwalk.
In September 2019, the Guido Vera firm was chosen and invited to participate in the Who's Next international fair in Paris by Atelier Meraki, an emerging talent incubator with only headquarters in Paris and led by Sherif Sy. Then, on the 27,28,29 and 30 of the same month, he was selected by Atelier himself to present his collection at PREMIERE Classe, Paris.
In March 2020, together with Pro Chile and Pro Chile Mexico, the firm was able to land in Mexico City to attend the American Caravan, a fair that promises to market the best of Latin American design. Guido participated with pieces from VOL II and a preview of his pre VOL III.
This pre-volume III genderless ready-to-wear brand Guido Vera based in Santiago de Chile celebrates resistance in times of crisis. Togetherness is the key and knowledge is the engine of this new collection that opens the way for Vera to develop a zero waste collaboration with Juan el Daltónico and one for recycling with rubber, the material of truck wheels. Daltónico is a local creative with 3 years in the fashion industry through the creation of headgear. Juan, rescues trades such as feathered crafts, felt headgear, embroidery and taxidermy; telling stories and always exploring the most experimental and theatrical edge of clothing design. In short, an art with character, original and extravagant. The idea with him was to think of a useful piece, out of season, sizeless, seamless and versatile so that it can be incorporated into every signature look. The result, a pure, sophisticated piece with revolutionary airs. This collaboration was possible thanks to the new zero waste policy of the traditional Girardi Hats factory. Founded in 1897 by Giaccinto Girardi, today it revolves around its commitment to caring for the environment and sustaining heritage, promoting the use of products made in Chile. Nothing is lost, everything transforms. That is the concept behind the new ULEN hat that is born from this Daltonico x Guido Vera collaboration. A piece developed by hand by Andrea Calvo, with felt hats that the Girardi factory has deprecated. The second collaboration of this preseason is an upcycling project of truck tires. CAWCHUBAGS, by her creators Constanza González studies the following: “Chile consumes 6.5 million tires annually, generating about 140 thousand tons of waste. Of this, only 17% is recycled. ” Then, the collection, do a transformation and revaluation of this material as a personal need where Constanza and Guido come together with the intention to rescue, clean and protect the environment; thinking of two flexible and waterproof bags of different sizes. The idea behind it´s respect they natural shape of the inner tubes to highlight their new shape from the beginning. Joining the collection as objects of desire for those who regularly consume leather. These two collaborations of accessories advance the letter of designs and textures of the next volume (VOL. III) Guido Vera 2020/2021. A proposal for daily use that will seek to communicate through textures and silhouettes the current situation of drought and Antarctic thaw, near Patagonia. The palette is arid, fueguine and cold at the same time thought of in NOMADE today. The textiles in which the pieces of this collection were built were chosen based on a re-interpretation of sustainability in terms of the use of plastic in clothing, deconstructing the idea of certain noble materials, such as "noble". Guido respects the axis of the firm in using unconventional materials in pieces of daily use focused on creating pieces that reduce the use of water as well as not using leathers and skins of animal origin. The collection was handmade by Mariana Elgueta and Yazmín Pino in Santiago de Chile. Credits: Fotografía: Max Lagos @maxlagos_ Asistente: Vito Gandolfo @vitogandolfob Dirección y retoque: _carosalamanca Styling: Jazmín Cortés @jazmindelasflores Belleza: Constanza Oyarzún @conigram Modelo: Sterline de ELITE @ster_line @elitemodels_chile