Image Coordinator | WOMEN SECRET
Lola de Toro has always had a passion for new ways of looking at the world. She is a multidisciplinary proffesional with an eye to catch new trends and the abilityto make them profitable. She studied Advertisement and Public Relations in Madrid where she got her first show business contact at the local tv. After college, she moved to London whereshe worked for Mango as a part of the flagship creative team. A few years later, she moved back to Barcelona to specialize in Fashion Marketing at Istituto Europeo di Design, where she is a professor now. Most of her creative career has been developed at women’secret, an spanish leading lingerie Brand with more than 652 stores in over 61 countries and part of Tendam Europe's fifth biggest textile group.


1.) What was your very first job?

It was at my Dad’s Shoe’s Store in Spain.

2.) Please describe, in your own words, what your job is and what work it entails.

As a part of the brand’s creative team, I design the strategy for the future of the brand in terms of marketing and visual merchandising. It’s very important to think as a customer, trying to experience first whatever you are designing for them. Without that vision, my day a day work would be useless. Every new project has something new you need to study about. Our world moves so fast that in my every day routines there is always time for research and discovery. Working with multidisciplinary teams is one the things I value the most. Analizing results, learning from the mistakes and aplying success is the key to make profitable creativity.

3.) How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?

When ordinary bores you there is something that pushes you from the inside to make your life funnier. Then one day you discover thinking different is a value for companies, not only a funny way to life your life. Studing Avertisement and looking at the creative thinking as a way to sell products, opened for me a whole world to use creativity to shell in a different ways rather than in a tv ad.

4.) In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

Travelling, listening to young people and discussing with colleagues. Online world is a window of everything and it is such a powerful tool we can’t live without. I’m a big fan of Instagram an platforms as WGSN but I also think that physical is crucial. Travelling to the retail hot spots twice a year is a must, New Yor, Paris, London, Tokyo… is just there where you feel the magic and the soul of the people in the streets. The culture, the concerns of a generation.

5.) If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?

Since 2010 I have been growing as fast as the brand I work for. I’m responsible for the evolution of the store concepts adapting them aesthetically and functionally tothe everyday changing market, stores full of personality that have been growing up so healthy and beautiful. *Pictures if needed

6.) What social media artist/account are you most influenced by?

@carlotaguerrero, @drawbertson, @jackyeblue_ @visualmerchandisingdaily

7.) Which creative disciplines do you commission most, and are most interested in seeing more of? (ie photo, film, social, experiential, vr, etc)

I am a big fan of the illustration world, I think it offers a very interesting point of view of our society and takes you to your childhood in a certain way. I love photography, contemporary art and good advertisement campaigns. Interior Design is a discipline I am inmersed in my workplace. I need to be updated to apply new trends in every new project I manage. I miss cinema in my routine, but the way we consume culture these days makes difficult to find more than two hours to watch a movie more than once a week.


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