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.

Pablo Novak, sole habitant of Villa Epecuén.

 

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.

Moodboard

2020


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

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