THE STORY OF LAIA AGUILAR AND THE ANIMALS OBSERVATORY
From Mom to Mompreneur
IN PARTNERSHIP WITH MASTERCARD
Constance Gennari @ The Socialité Family
One of the primary reasons for the existence of Wunder Stories is to celebrate creative women who have used their talents to become successful entrepreneurs, especially when they have been directly inspired by their experience as mothers. Laia Aguilar, the creative director of The Animals Observatory is kind of our Platonic ideal in this regard. The co-founder of Bobo Choses, she went on to found The Animals Observatory in 2016 and is responsible for creating some of the most marvelous and unconventional children’s clothing on the market.
Laia lives in the countryside outside of Barcelona with her husband, Felipe Cano, and their two children, Pablo (14) and Adriana (10). We were ecstatic to talk with her as part of our MasterCard + Wunder Stories Mom to Mompreneur series about how she got her start in children’s clothing, how she continues to create consistently imaginative collections and what has helped her succeed as both a creative and entrepreneur.
Wunder Stories Let’s start with how you got into designing children’s clothing. I understand you started designing clothes after becoming pregnant. What were you doing at the time and why the career change?
Laia Aguilar I had a small advertising studio when Pablo, my eldest son who’s now almost 14 years old, was born and I saw that the world of children’s fashion was severely lacking. I designed a small collection of clothes and presented it at Playtime Paris, which at the time was a very small but very interesting trade show, and people really took to it. That’s where it all began, Bobo Choses was born.
WS How would you describe your brand?
LA It has a lot of personality, it’s daring and it has a very promising future.
WS How do you continue to be inspired to create such original and eclectic clothing? Where do you go to find inspiration?
LA I think that between Bobo Choses and The Animals Observatory, I’ve designed over 30 collections. I find my inspiration by working a lot and constantly searching for new ideas, travelling and always being observant of what’s going on around me. I’m always a little unsatisfied with what I do, and I’d say that is part of the motivation to do new things and constantly improve.
WS How do your own children influence your designs and creative process?
LA They’re my first consultants, they always tell me if they don’t like something or if they don’t find it comfortable or if they love it and want it for themselves. I always listen to them and it makes me very happy to have them participate in the process. But that doesn’t mean I always follow their advice.
WS What do you love most about designing for children?
LA The creative freedom and, above all, trying to break from the stereotypes in children’s fashion.
WS I heard recently from another fashion designer that her children have made her more creative. Does the same hold true for you?
LA I don’t think so... my children have been the perfect excuse for me to dedicate my time to the world of children’s fashion, but the creative world is my area and I wouldn’t rule out working in another creative discipline if I had the opportunity to do so.
WS I feel it’s important for successful business women and mothers to discuss the support system they have around them. What kind of support do you have?
LA Being a mother, business woman and wife means 24/7 dedication, but I wouldn’t know how to live any other way. I love being a mother, I love my job and I adore my husband. He has always supported me and been by my side. He’s also the artistic director of the brand and works on all the campaigns. I’m very lucky because he’s an extraordinary creative. On the other hand, my business partner Jan Andreu has always believed in me unconditionally, and together we’ve created a brand with a lot to say and an exciting future ahead of it. He is the other man of my life, without a doubt. And what to say about my little treasures, Pablo and Adriana? Nothing makes them happier than being part of The Animals Observatory’s history.
WS What do you love about living in the countryside?
LA The lifestyle, the calm, the silence and the light in L’Empordà. I live surrounded by forests and birds and I’m only 20 minutes from the Costa Brava. I go to see the sea every week, it’s beautiful.
WS What do you see as the future of children’s clothing?
LA There really are very few brands that propose new ideas, many are copies of copies of designs that have already been created. It’s not like in adult fashion where there are researchers and creatives who explore new paths. I’d love to discover interesting new brands in children’s fashion, like the ones in adult fashion.
WS What’s next for your collection?
LA Fresh & casual 80’s, holiday souvenirs.
Laia Aguilar is the creative director of The Animals Observatory.