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    Vetanzos

    Development and conceptualization of the Vetanzos brand in the Consumer Behavior course of the Master’s in Fashion Marketing and Communication.

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    Students

    Natalia Margarita

    Teachers or tutors

    Fernando Marugan

    Area of knowledge and degree

    Fashion, Máster Universitario en Marketing y Comunicación de Moda

    Publication year

    2026

    Project description

    VETANZOS is a contemporary fashion brand that reinterprets the classic shirt as a design object. It starts from the everyday to transform it, deconstructing and reconstructing it into new garments that balance structure, softness, and functionality.

    VETANZOS is a contemporary fashion brand that reinterprets the classic shirt as a design object. It transforms the everyday by deconstructing and reconstructing it into new garments that balance structure, softness, and functionality.

    The project develops the complete Vetanzos universe, from the conceptualization of the classic shirt to the definition of communication strategies and the shopping experience. It covers the entire creative process, including material selection, pattern making, reconstruction of timeless silhouettes, and the creation of a coherent brand narrative that connects with a conscious and discerning audience.

    The project concludes that Vetanzos successfully balances innovation, durability, and perceived value, offering an intellectual yet wearable design that meets the demand for conscious, functional, and timeless fashion, establishing itself as an example of quiet luxury and cohesive brand identity.

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