Fashion enthusiasts are head over heels for Meta Girl Caterina Mongillo’s hyper-feminine sneakers, and even industry giants like Adidas and Vans can’t resist partnering with her.
Her work features on the most prestigious fashion and sneaker platforms: Hypebae, Elle Brasil, Highsnobiety… Mongillo’s ingenious fusion of hyper-feminine elements and sneakers has drawn a swarm of fashion influencers, including Ines Silva and Sofia Coelho. Her innovative approach, infusing femininity into sneakers, forges connections with an entirely new audience within the sneaker realm. Here, Mongillo shares her insights on successful branding for Meta Girl Studio: how her femininity affects her branding and how she balances her creative ego.
Courtesy of Caterina Mongillo
The Knockturnal: Personally, finding sneakers embodying a feminine perspective has been challenging. Discovering your designs was love at first sight. The way you seamlessly blend femininity into what’s typically considered masculine makes your work stand out, not only to me but to the wider public as well. How important is the role of femininity in your designs?
Mongillio: It’s the same for me. I adore sneakers, but I couldn’t find any that exuded the level of femininity I was looking for, so I created them. Throughout my career in corporate settings, there were people advising against making them ‘too girly’ and discouraging the idea of “shrink it and pink it,” as if there was shame in producing hyper-feminine shoes. In one of my previous jobs, when I introduced something distinctly hyper-feminine, it was often assumed that I did it out of personal interest, even though I consistently considered the customers’ preferences.
Femininity has historically struggled to gain validation beyond sexualization in society due to the influence of patriarchy, especially in an industry like sneakers that’s predominantly male-dominated. Personally, femininity holds great significance for me, and I express it through my designs. If we aim for a more equitable society, there should be no shame in incorporating hyper-feminine elements into footwear.
The Knockturnal: As someone who started out in product marketing at Adidas, how did you incorporate what you’ve gained back then into communicating with your audiences?
Mongillo: I engage with my audiences through visual means, and I believe that the most effective way to convey a visual story is by using elements to which people can relate or to which they have some emotional attachment. For instance, consider the bow trend’s popularity. It’s because nearly every woman has experienced bows on their hair, clothing, or even as kids playing with bow stickers. Even now, as adults, bows continue to adorn our lingerie.
Another example is the buckled belt Vans that I recently introduced. Almost everyone has donned a pair of Vans at some point, even if it’s not the current fashion trend. I find this is my way of storytelling without relying too heavily on words, instead using visual elements.
The Knockturnal: Many people make a common branding mistake: They talk extensively about their brand, its exceptional qualities, history, and missions, but often forget to emphasize what they offer to their audiences and how their products or services will benefit their audiences.
Mongillo: I agree. I ensure to express myself through my designs but I’m always thinking of how I can get the message across to my audiences. Understanding how the public perceives my products is of great importance to me. While there’s a subjective aspect to artists and art, we still coexist within a collective society. So, if you wish to establish your brand, it’s vital not to position yourself and your brand too egotistically.
The Knockturnal: Being recognized by the public is a big deal. What’s the most heartwarming or rewarding aspect of gaining recognition for your talent?
Mongillo: I’m still at the beginning of my journey, but what truly warms my heart is when my followers share their creations inspired by my work. They feel empowered to express their creativity, and that’s the core message: creativity is for everyone; I aim to empower people to nurture their creativity in the long term. There are countless ways to unleash it, and it brings me immense joy when people embark on their creative journeys and create something of their own. This is the most rewarding aspect for me.
The Knockturnal: For you, it’s more than just designing shoes; it’s about your desire to express creativity to the world. This is why you find such fulfillment when your work inspires others. It’s this deep connection with your community and followers that drives you.
Mongillio: Our world craves beauty, and it’s human nature to create. This realization has become particularly profound for me recently. I’m quite a dreamer. Initially, my dreams didn’t manifest in a materialistic sense, but the incredible power of imagination eventually paid off. If you’re determined to pursue a goal and consistently imagine it, every step you take will naturally lead you closer to achieving that dream. You have the potential to make it happen.
The Knockturnal: Apart from designing, is there anything else you’d like to explore in the future? And what can we expect from you in the future?
Mongillo: I’m interested in creative direction, but my current focus is footwear design. I aspire to immerse myself among professional designers, aiming to acquire a more methodical approach. This is particularly valuable since, as a self-taught designer, my current approach relies heavily on my intuition.
The Knockturnal: Could you please elaborate on your experimental and intuitive approach to design?
Mongillo: I have a strong visual sense, but the design process evolves as I work on the shoes due to factors like development and materials. When collaborating with brands, I create a mood board to distill the ideas in my mind. Afterward, I delve into certain key points, such as referencing trends and considering customer needs and preferences. On occasion, I utilize AI to help bring the designs in my head to life.
The Knockturnal: What negatively affects your creativity?
Mongillo: Pressure. Often, I find myself under pressure due to the need to meet specific deadlines. I prefer to take the time needed for a thorough exploration of ideas, ensuring they come together in a manner that not only resonates with the audience but also aligns with my creative vision. This harmony is what I find most valuable in my design process.
The Knockturnal: What’s the key difference between brands that allow creative freedom and those that don’t?
Mongillo: It’s important to respect a brand’s provided strategy framework; however, when they begin to exert excessive influence on the creative process, I start to feel disconnected from my work and end up making compromises. To me, art and compromise don’t align. When there are too many constraints and rules, they hinder the authenticity of the creative process. The key difference lies in the final outcome. I might have a well-thought-out concept, but even minor alterations during execution can dilute the core essence of the concept.
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