A day in the office with Ines Rovira, Stylist, Designer and Creative Director

Ines Rovira
“To triumph in fashion you need to bring something new while at the same time staying loyal to your values and never focus on one target only.”
— Ines Rovira

1.     How does your job as a designer help get a better understanding on how the creative process works in an agency?

I think my role in the team is to take all the inspirations and create a guide so we can all execute the project according to the desired visual result- effectively the job of a creative director.

2.     Tell us a little bit about your MI Vintage Label campaign, what can we expect from the collection?

This last collection was very experimental especially using textiles like jeans and also having in mind the current trends, personalizing each vintage piece- during the process studying the clothing and understanding its design possibilities.

3.     Which were your favourite fashion campaigns this year and why?

The campaign that I liked the most is our spring/summer MI Vintage campaign. It was the first campaign I did with the team and the result was amazing. 

4.     If you could choose, which brand would you work with and why?

One of my aspirations is working with Loewe, a Spanish high fashion brand that adapts perfectly to every moment of fashion’s history without loosing its essence. 

5.     What do you think is key for Instagram success?

To be real.

6.     What is the one advice you would give to fashion brands?

To triumph in fashion you need to bring something new while at the same time staying loyal to your values and never focus on one target only.

A day in the office with Allegra

Meet communications director Allegra, responsible for sourcing and managing beautiful content for our clients, securing product placement with influencers and styling our branding photoshoots. Allegra has an art and fashion background working with galleries, brands and influencers in the past. Here she answers some questions about most recent and exciting projects at MI Studios.

1.     How would you describe your job at MI Studios?

My job at MI Studios consists in making our brands have a strong social media presence by sourcing the best references which represent the brands in a relevant way. We start by creating strategies for the social media channels of the brands, then when we have a clear direction and know the brand in depth, we curate beautiful feed that represents the brands in the best way. 

2.     What was your most exciting project so far?

Definitely my most exciting project so far has been developing MI Vintage Label’s brand book, its concept and image with the team, which is still in the making, but it has been something I have enjoyed a lot. 

3.     What was the biggest challenge and how did you overcome it?

My biggest challenge has been sourcing relevant, useful and beautiful content for our brands because they are so unique.  The way to overcome it is to learn everything about the brand in depth, by studying their band books but also formulating detailed questionars. 

4.     If you could choose, which brand would you love to work with on a project?

I definitely love small and independent brands, so those are the kinds of brands I like to work with, by making them relevant in a world where the fashion scene is saturated by fast fashion retail. 

5.     Do you consider Barcelona creative- why so?

I do consider Barcelona a very creative city, there are new, exciting and innovative things happening all the time. I think it is really thrilling to live in a place where you are surrounded by cool projects and concepts. 

6.     What is fashion marketing for you today?

I think fashion marketing today is all about having an amazing product and combining the characteristics of the product with an image that will appeal its customer. And I also think that right now it is a great time for brands to take advantage of influencer marketing and use it to grow their social channels. 

Social Media collaboration - dosMares x Cowshed

We are thrilled to a share our latest project as the social media collaboration mediators between the the Barcelona based bikini brand dosMares and the British ethical cosmetics brand Cowshed.

The collaboration consisted of devising a joint social media strategy to increase the engagement and fans for both of the brands and to create visuals that mark the similarities these brands share.

Specifically MI Studios created a series of images using both of the products to announce the collaboration which entailed the sale of dosMares in the Barcelona Soho House Cowshed spa. We then suggested to run a competition with a product and service from the brands with the purpose to cross promote the brands to existing customers and to encourage new fans to participate in the competition.

Finally the collaboration included devising a digital strategy to announce the launch of a joint event between the two brands and to invite customers and fans to attend the event in Barcelona.

MI Studios x Semura

We are excited to announce that the London based design travel and home accessory brand has joined our portfolio of #MIStudios clients.

Semura was created by the Madrid born designer Elisa Ferreras in September 2016, a result of five years spent collecting ideas from her work in consulting for various London based fashion brands. Semura focuses on basing its production on Spanish artisanal leather crafting and showcasing them to reflect avant garde 20th century art movements, all in an ecological and ethical way.

MI Studios will be responsible for creating and implementing the visual and digital marketing strategy of Semura so that it aligns with the mission of the brand and propelling growth in sales, fans and collaborations.

MI Studios x SJo Accessories

We are excited to announce that the ethical textile jewellery brand, S Jo accessories has joined our portfolio of clients.

MI Studios will be in charge managing the content and collaboration strategy of S Jo accessories for social media and e commerce. The brand has already collaborated with MI Studios for the creation of their 2016 lookbook.

SJo creates original, one of a kind accessories, drawing inspiration from traditional textile craftsmanship and handcrafted by artisans mainly women from villages in Pakistan.

S jo works through ‘Threads of the Indus’, a design-led research and development project committed to empowering village-based marginalised craft communities towards creating social change through their own agency. Central Saint Martins (UAL) textile design (weave) graduate, Seher Mirza, initiated the project in 2009/10, as part of her PhD design research at the Royal College of Art, London.

MI Studios x HEIO London

HEIO LONDON just became a part of the MI Studios client portfolio. With the purpose of consolidating and become known in the European market, and subsequently to expand in the United States and in Asia, MI.Studios will manage their digital marketing as well as create the visual content on social media so as to enhance their brand image and to reinforce their values and thus satisfy the demands HEIO London’s potential customer. Created for people who appreciate art and design, the brand will be present at London’s Fashion Week 2017 where it will present its new collection.



Minimal, eclectic and timeless, this is the modern woman HEIO. Headquartered in London and founded in July 2015, HEIO carefully produces its products in the south of Spain where each piece is handmade by authentic artisans. The values of the brand goes beyond purely aesthetic criteria and captures the attention of what is not necessarily within the circle of fashion and trends. This is how HEIO can be maintained and differentiate- by its design and the quality of its products.

So it’s no wonder that HEIO has captured the attention of sectors beyond the world of fashion. Together with the car company AUDI UK, the brand collaborated to create a unique clutch with the skin for the RS series, inspired by the nightscapes and the Union Jack of London. In addition, HEIO was also selected by the BBC production company as one of the brands chosen to participate in the talent show “The Apprentice” only three months after the firm was launched. Captivated by their designs and the quality of the handbags, HEIO gained access to sell its products in Liberty store in London. The unique and exceptional characteristics of the handbags obtained multiple awards and accolades like: “bags are precious (Claude littner),” Spain is so good in terms of quality and manufacturing “(Frances bishop)” “It’s a bit like the mix between futurism And contemporary modernism “(paul sullivan).

In addition, HEIO handbags are the favorites among photographers, architects and designers, not only in terms of fashion but also for its graphics and clean lines. The origami style along with 3D techniques have captured the attention of professionals and customers passionate about design.