Wonderland.

VICTOR BARRAGAN

The CFDA-nominated designer chats with us about his inclusive eponymous label and his participation in Tequila Don Julio’s campaign.

When Victor Barragan found himself unable to pay for the clothes he coveted, he took it upon himself to curate a line that not only spotlighted the uncelebrated elements of Mexican culture, but also one that would be affordable to all. For this very reason, Victor landed himself as one of Tequila Don Julio’s identified 80 Mexicans who are shaping contemporary culture through their crafts.

The campaign, created in celebration of the spirit label’s 80th anniversary, aims to recognise the most influential figures of Mexican culture. Having created his eponymous label BARRAGÁN inspired by his own upbringing in Mexico City, Victor goes one step further — championing sex positivity simultaneously.

Rebuffing the stereotypical identity of Mexico, BARRAGÁN showcases the quickly evolving country under a risqué lens — blurring the lines between gender and the LGBTQ+ community. Though residing in New York, Victor ensures his label encourages community and representation for LGBTQ+ Latinx people. In light of this, we caught up with the CFDA-nominated designer about his journey so far, and his experience with the tequila brand’s campaign.

To read the full interview, head below…

Hi Victor, how are you doing? Where are we speaking to you from right now?
I’m doing good. I’m in LA getting ready for the new season.

So, I know that you started to make the clothes you were unable to afford, and this kickstarted your journey as a designer! Who taught you how to make clothes? 
I learned the basics of designing at a technical school program called CECATI, then over time, I was able to translate my ideas by experimenting with materials and shapes.

Talk to me about BARRAGÁN. What would you say the brand stands for? 
Sex Positivism.

I know that your Mexican culture also informs many of your designs! What does your culture mean to you and how do you try to ensure it is always felt throughout your collections?
Our references come from Mexico, its materials, colours and experiences. We de-contextualised all this information to create something that resonates with our community as a global language. We are showing our perception of American culture and the cultural shock that we experience on a daily basis.

On culture, congratulations on being named one of 80 Mexicans who are shaping contemporary culture through their crafts by Tequila Don Julio! How does it feel to be on this list?
I was really excited to be part of it; I’ve been a little surprised how BARRAGAN’s impact is growing lately. It makes me really happy to be available to share my ideas, sense of humour and ideas of beauty.

Do you see parallels between Don Julio’s brand and your own?
Both of the brands want to perpetuate Mexican culture, we have a deeper meaning of what being Mexican really means and how it has been represented in the media in the past.

Aside from all of the exciting stuff we have spoken about, what else are you looking forward to this year? 
I’m looking forward to being back in New York in September for Fashion Week.

VICTOR BARRAGAN

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