Style is a very personal thing as it reflects how you feel and how the world sees you. These styles set the scene which in many ways we showcase in our photoshoots! SETA is a line that balances edgy cool that can work whether you're looking to have a dramatic or an ethereal look. It can be dressed up or down. This month. we hosted our THE 9LIST® Holiday Event where we sat down with Andrea Salazar, Creative Dir of SETA and finalist in Prime Video's Making the Cut S2. We talked about her passion for design, her creative process, being on the show, the brand's vision, and her suggestions for NYE depending on where you'll be watching the ball drop!
ATHLEISURE MAG: We are so excited to be able to talk with you as I have been a fan for the past few years and I know our readers will love hearing more about you, competing on Making the Cut, and of course NYE finds that we can take into ending the year and kicking off to the next! For those that are joining us, Andrea Salazar is the Creative Director of SETA and she competed and was a finalist in Season 2 of Making the Cut which you can stream now if you haven’t done so!
ANDREA SALAZAR: Thank you so much for having me! Where is your magazine based?
AM: We are based in NY. Athleisure Media is our baby and we have Athleisure Mag which is released monthly and you will be in our 96th issue and we have one of our heritage features that we really love which is THE 9LIST. It’s really about those must haves of shop, discover, and experiencing. So when I thought about a brand in thinking about my hat as a Co-Founder/Creative Director as well as being a fashion stylist and an Accessory Expert, your brand is amazing as its great materials, is embellished, has an edgy style to it, and it had accessories too. So having you in THE 9LIST Holiday Event made perfect sense so that we can get to know more about you and our readers are able to understand the brand and of course, show the looks, that they can shop their favorite finds as well! This is amazing and I enjoyed your time on Making the Cut as well!
When did you realize that you wanted to be a designer?
AS: I discovered my passion for design when I was young. I came from a family of fashion lovers! My mother is a fashion designer, my grandmother was a fashionista in her decade! So fashion has been in our blood.
When I was a teenager, I had the opportunity to live in London and I fell in love with the street style as well as European fashion. So since then, I knew that I wanted to be in the fashion industry absolutely!
AM: How did you hone your skills from where you trained or apprenticed?
AS: I have an International Business Administration degree because I always knew that I wanted to do that and to open a business. I knew that I needed to know how to manage it. Then I did Fashion Design in Marangoni in Miami. They opened their doors 4 years ago and I was one of the first students there. Then I also did Visual Merchandising and fashion courses in Milan, Italy. I also did styling courses with stylists in Miami. I did pattern making with a university in Columbia that had those courses online and so I have done different aspects of fashion as it’s what I love!
AM: I love that you love the business and you know it from the design, but also the structure of it and how to plan it.
AS: I think that it’s very important to know about the business first and then to specialize in the fashion part as well. It’s another thing about the business that is important.
AM: How do you approach designing upcoming seasons?
AS: So, I have inspiration from different sources. I love to travel and it’s one of the ways that I get a bit of therapy. When I travel, I am inspired in this way the most. So, I love to go to museums to get in touch with art, culture, and history. I also have personal experiences, friends who love the brand, so I love to be at the stores so I can be in touch with the customer. Their opinion is important for the feedback to see which pattern is working and which isn’t, the fabric, and fit! We always try to do cohesive collections, timeless pieces so you can shop in different seasons. But at the end of the day, they are timeless pieces that you can use all year long.
AM: That’s something that I have loved over the last decade or so that brands are focusing on a timeless collection that can truly be worn year around! You were talking about how you get inspired which is amazing. How would you describe your design aesthetic which I am so obsessed with!
AS: Oh thank you!
As I said, inspiration can come from different sources. My design aesthetic, I’d say that it is an element of sophistication and also a little bit edgy as well. It’s timeless and I try to be classic too! It’s a very eclectic brand where you can find romantic style, classic, rocker, boho – it’s a mix of things like a clash. So when we are with our customers, we try to tell them to take that risk, wear that jacket, be the center of attention as this will make you feel beautiful. We love to celebrate every woman and it’s about them enjoying their self expression too! We want them to express themselves with the pieces.
AM: Tell me about how the brand came about and what is the meaning behind SETA?
AS: The meaning behind the name SETA is S from Salazar because that is my last name. Also my second last name is Zapata so we wanted to get together the S and the Z. When I do my initials, I always do the ASZ and so I have S and Z always in my last name. It’s also an acronym, S – Sophistication, E – Edgy, T – Timeless and A – Attire.
AM: Oh, I love that!
AS: Yes, that is the acronym.
AM: What would you say is the ethos of the brand?
AS: Are ethos for this brand is that we strive to empower individual women to express their uniqueness through fashion. We offer pieces that not only standout, but embody quality and craftsmanship. I’m super focused on craftsmanship, items that are handmade, very unique pieces – we say that they are treasures from the closet.
AM: Love it.
I first became aware of you and your brand from your season on Making the Cut. Why did you want to be on the show and what was it like navigating those competitions?
AS: So, Making the Cut, was a very big decision on my career. It was an opportunity to be on a global stage and at the end of the day, if I didn’t do it, I would never know what would happen! I’m a woman that loves to take risk. I loved the first season, the judges, the way that they produced the show, and it was done very well in a high-end way. So, I think it was a very good platform to be on and it was a great way to learn professionally as well as personally. It was actually a great resource.
AM: Being able to get insights from Heidi Klum and Tim Gunn which we have interviewed previously, that must have been such an amazing resource. What did you learn from doing the show in working alongside them as well as the other designers?
AS: Working with industry icons like Heidi Klum and Tim Gunn was invaluable! It was a big opportunity – the feedback, the mentorship, these things were very important in staying true to my vision – that is what a real designer is. Also, Jeremy Scott says that the life of a designer is tough and you always have to be creating. You launch a collection, you’re already thinking of the next one. It is a non-stop industry that is also very competitive. It was also great to be next to big designers too that had a vision. We were all super different, no one was similar. So it was super interesting to have this cast and I really enjoyed it.
AM: It was so cool to watch you throughout the season as well as the other designers. Since the show, how has your brand grown?
AS: It has really grown! The presence has increased, we have a new clientele, the exposure opened our doors to have our own online channel, we also have Amazon Fashion as a customer. It was great growth and it has been a great year for us. Not only in exposure and publicity, but also for sales. Even after COVID and various things, we have really had a very good result! Being on Amazon has been a vision beyond borders. It’s just been a great opportunity.
AM: I really love that your brand, it has high visual texture, amazing embellishment that takes place and you really lean into that! Then there are the accessories which really rounds it out. Where does your love in those 3 areas come from?
AS: We love elevated looks! I don’t know, you can be a classic woman, but if you put on a belt, you’re already elevating that look.
AM: Yup!
AS: Accessories are the seal of the look. We really love that. That's something that we import because they are statement pieces and the belts are made super well and are handmade leather. We are very focused on that. We love the boots and the shoes and it’s a great way to diversify the business beyond just the clothing.
We’re also exploring the beauty industry – we have our fragrance. We want to do more research on this as we’re already a brand. We want to have candles and other kinds of products as well. So this will be something that is coming in future seasons as well.
AM: Tell me about your boutiques as I know you have a few – walk us though them.
AS: Our boutiques are carefully curated so it has the essence of the brand. From the moment you enter, you are immersed into the world of SETA. You’re surrounded by crafted garments and accessories. You can find our physical stores in Miami, Medellin, and Bogota. Those are our 3 stores. We have projects to open more and to franchise coming soon. But for now, we’re super good with these and of course, we’re available online too!
AM: That’s amazing and I hope you one in NY as that is where we’re based!
AS: We actually did a pop up last year there during NYFW!
AM: What’s your travel schedule like as I’m sure you personally maintain a presence in all 3 stores frequently?
AS: Oh yes. I think that that the pop ups are a very good resource to try different markets and we’re always looking at where the next place will be to open. But NY, that is our next target.
AM: That aesthetic for many of us in NY is just perfect!
AS: We feel the same way!
AM: Tell me about the SETA Gallery at the Sagamore Hotel in South Beach. It’s been fun to see the images on your IG.
AS: We really had this opportunity to have the space in this hotel. It’s a very traditional hotel in Miami Beach. It’s full of tourists and is in the touristy area of Miami Beach and we wanted to make it different. They wanted to expose art - different art pieces and to have it as a fashion exhibition. We are celebrating 10 years in the industry as a brand so that celebration allows us to showcase our most iconic pieces from the beginning! You can find our first pieces of the brand, it tells our story, and you can scan the QRCode and see the story of the piece and they are unique one of a kind pieces. It’s like an exclusive escape where they can see our pieces from our trajectory.
AM: What would you say are 3 core pieces from the brand that are essentials for people to have in their closets?
AS: So 3 essential pieces from SETA is definitely our classic Legend Military Jacket. That jacket has been a classic from the beginning and it’s a must. It’s very well fitted, it’s a statement. It’s good for the winter and the fall. It’s for that girl who loves to travel, so it’s a must. In our suit pants, we have our Baggy Suit Pants which are super super studded and they’re amazing too. They are showstoppers. A belt in general is a must. As I have said, a very classy woman wears classic pieces or basics, a belt adds that extra.
AM: You have a collab that you’re involved in. Can you tell me more about this and how it came together?
AS: Right now, we’re pitching some different shoe and accessory brands. I think that it’s very good to have a marriage and different strategies. But we have also had them in the past, we worked with a Spanish boot brand and we did a runway show in NY in 2022. We were sold out on all of the boots. People loved them and we had collabs with influencers in Columbia and from Latin American. It was amaz ing because they had their own influence and their own clientele. So we also sold super fast with those as well! We can tell that collabs work very well.
AM: In looking at your line, I love the color palette. Do you ever envision other colorways coming into the brand?
AS: Yeah, actually we do try to be more flexible with the colors. But to be honest with you, we only do that with little capsules. It can be a bit of a shocking position when we have colors in the brand and it’s a challenge because it targets a different kind of clientele. But why not?
This year for the holidays we did a bit of a lilac for the embellishment. People love it!
AM: It was pretty cool.
AS: A bit of a hint of color can make a difference.
AM: I can’t believe that we’re talking a few days out from the beginning of the year and when this is in our issues, it will be 2 days before New Year’s Eve!
AS: It’s unbelievable!
AM: For those that may still be planning what their NYE looks will be, I love that for this night, we all do different things.
AS: Yeah, I know it’s fun!
AM: So we reached out to you to give 3 NYE events and to present 3 looks that could be worn with accessories from SETA! So we’ll walk through each of the shown looks and get your thoughts on them (See the event stream here)!
The first one, we thought was amazing for a NYE Loft Party if you’re here in NYC or a roof top if you’re celebrating in warmer climates like Miami! I love that this look is really easy – tell us more about it.
AS: I really love this one because it is perfect for the winter. It’s a Mesh Turtleneck and pants and I love to put this bralette on top so that you can have that shimmery addition to your outfit. The mesh turtleneck, I’m wearing that right now.
AM: Loving the mesh!
AS: It’s like a layer and the Lumino Bralet – love it. The Luminous Collection is for Fall/Winter and is perfect for NYE. The cut, color, this one has the little lilac sequins that I talked to you about earlier. It’s a new color and the Lumino Pant is super comfortable and has a baggy style. It can be comfortable, yet beautiful for a rooftop or a dinner! It’s a very balanced look for the New Year.
AM: We also have a 2nd look that would be great if you’re doing New Years at home!
AS: Oh yeah, amazing!
AM: Not to say that you can’t dress whichever way you choose when celebrating at home, but I love the idea of still putting a great look together whether you’re enjoying it with friends or your significant other. It’s really fun with how relaxed it is – walk us through this one!
AS: It’s flawless. This is our Oversized Shirt in black, we also have it in white. I know a lot of people love to wear white for NYE. But we picked this one. This Alquimia Short is super baggy and is a bit of a Bermuda Short style. It’s embellished and it also has that lilac sequin that we’ve been talking about. It’s very special and these boots – you can wear hosiery or pantyhose with it if you’re looking for more coverage. But it’s the perfect outfit to be at home.
AM: I love this Rocker Boot! Does it slouch or fold over fully if you want to?
AS: Yes you can slouch them!
AM: It’s a sick boot!
AS: Yeah when you slouch them it has a great look!
AM: It looks like you’d have the perfect scrunch with them.
When we’re talking about the classic NYE bring it down with that epic night out, tell me about this!
AS: This is my favorite!
That Luminous Faux Coat! It’s perfect!
AM: Right?
AS: For NY it’s perfect and that catsuit, it’s my favorite of the season because I just posted a video using it and I was in NY because I went to Heidi Klum’s Halloween party and it was chilly. I wore it and I love it! I talked to the people and they loved it and it’s time that we shine in our own skin! People are loving this catsuit, it’s amazing because it’s all crystal and it’s super trendy right now.
I mean Kim Kardashian’s collaboration between SKIMS and Swarovski, I was happy to see that because I knew I was ahead with mine!
AM: When I saw the pieces from their drop, I instantly thought of your catsuit which you’ve already had! You’re so right that this is trending.
I must tell you that I really love your campaign shoots and videos as it lets me step into your world truly! Right now if you look at your IG table we see the pieces juxtaposed to glam elements of a tablescape with dinner plates and candelabras which is stunning. It ties back into the brand and is amazing!
AS: Thank you so much! You’re so sweet and thank you so much for all of this love! I think that when we do the things that we love, everything flows so we are really passionate and SETA is like our baby and it’s like our little daughter that never grows! We take care of her all the time and it’s our life project! It’s like a baby because we have been seeing all of the growth and we still have a lot to do.
It’s a lot of learning, it’s a lot of sacrifice, it’s a lot of bumps in the road but I love it – the success and the failure. It’s up and down, but it’s like life, but we love it as it’s the passion and it’s amazing to do what we love!
IG @seta_apparel
PHOTOGRAPHY COURTESY | SETA
Read the DEC ISSUE #96 of Athleisure Mag and see THE STATEMENT | Andrea Salazar in mag.
