Thesis
Maraña II
Project↓
National DNA
Villa Epecuén is the name of an Argentine tourist town in ruins, located in the district of Adolfo Alsina, province of Buenos Aires.
The town was founded by Arturo Vatteone on January 23, 1921, with the inauguration of the first bathing resort on the lagoon. The place was called "Mar de Epecuén" (sea of Epecuén), and soon, due to the salinity of the lagoon water, it became a tourist and medicinal paradise.
Villa Epecuén had 1500 inhabitants and received about 25 thousand tourists a year. However, in 1985, a flood submerged the town completely under water, forcing the evacuation of almost its entire population.
Subsequently, in recent years the water began to recede, leaving the ruins of the city in view, which have become a tourist attraction in their own right.
In this heartbreaking story we see the promise of a prosperous and happy Argentina quickly replaced by destruction and loneliness. Many people lost their homes, their memories and their lives as they knew them.
But this was not the end of Epecuén, much less the end of its history. Despite its evident transformation today it is a place visited by many and even inhabited by one person, Pablo Novak, who decided not to evacuate during the flood.
This is our identity. What makes us unique.
Despite the hardship and sadness, the Argentinean stands up and sees beauty in ugliness. Life in death.
We start the collection by thinking in Epecuén.
The time: Argentina in the summer.
The 80’s.
The concept: The lost town in the water.
The new, broken, but still beautiful.
Board of materials
Original prints were developed for the collection.
Shown below
Argentina’s flag, by Maraña
2020
Campaign videos
Maraña presents “Villa Epecuén”
Maraña ss21
"I'm not going anywhere now. As long as I can walk and talk I'm not leaving here. That's what I want to do. ".
— Pablo Novak
Photography Macarena Solomin
Design Vera Sardi, Lucía Callahuara, Lucía Vitta
Styling Vera Sardi
Hair and makeup Vera Sardi, Macarena Solomin
Model Vera Sardi, Lucía Callahuara
2020