MIISTA celebrates its arrival in New York with film directed by Pam Nasr

After years of dreaming, this summer MIISTA has taken a transatlantic leap with the opening of its first shop in New York, specifically at 69 Orchard Street in New York. The brand founded by Laura Villasenin has carved a niche for itself in the fashion system through the fusion of tradition, experimentation and a unique vision and has established itself as one of the most desired brands by the it-girls of the moment. To celebrate this big step, the brand has released a short film of the opening, capturing the essence of this great new adventure.

The opening, more than just a housewarming, was a statement of principle. Before inviting everyone in, the brand asked the classic question: ‘Do shoes arrive on or off when you arrive at a housewarming party?’ with a performance piece directed by filmmaker Pam Nasr and choreographed by Dione Davis, which introduced the FW24 collection. For Villasenin, opening a shop in New York was a natural expansion of its mission to bring Spanish authenticity and craftsmanship to the global stage, with its own distinctive touch.

Housewarming

The film titled ‘Housewarming’ is not only a celebration of this expansion, but a work that captures the artistic sensibility and ethos of MIISTA. With camerawork by Pam Nasr and choreography by Dione Davis, the film interweaves the movements of the models with the elegant architecture of the shop. One of the most moving moments is the appearance of Galician musician Marem Ladson, who poses as naturally as she brings the echo of home with her to New York.

The film asks, with some humour, whether one should arrive at a housewarming party ‘with one’s shoes on or not’, a nod to the importance of footwear in first impressions and in the culture of the home. The answer, though ambiguous, makes it clear that what you wear will always tell a story. And in MIISTA, every detail, from the shoes to the choreography, is carefully designed to tell the story of Laura Villasenin and her journey.

Hoursewarming’ captures everything that went into this magical day that welcomed old friends and familiar faces. Guests included Devin Joos , Daniella Valdez, Noni Cyngor, Dakota del Oeste, La señora Z Tye, Marem Ladson, Roberta Pecoraro, María Ritsch, Anna Ritsch, Bridget Gao, Briana Andalore, Olia Varda, Kelly Mittendorf, Naushin Khan y Dylan Keoni.

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A journey of risks and rewards

Since its founding 14 years ago, MIISTA has evolved from collaborating with shoe artisans to experimenting with shoe production, to opening its own clothing factory in Galicia to preserve the craftsmanship of ready-to-wear, to the recent opening of its New York shop, MIISTA proves that more than a brand: it is a living testimony to the preservation and evolution of traditional know-how in a contemporary context.

Laura Villasenin has always been a pioneer in the fashion scene, pushing the boundaries of convention with a proposal that combines traditional craftsmanship with an avant-garde aesthetic. In her words, it has been ‘a cascade of risks, one after the other’. Villasenin, aware of the challenge of opening a self-financed shop in such a competitive market, has remained true to his roots. Each piece carries with it the independent and unique spirit of the brand.