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!