Idania del Rio Built Cuba’s First Independent Fashion Label

Early Beginnings and Educational Pursuits

Idania del Rio, a name now synonymous with Cuban design excellence, embarked on her journey at the Higher Institute of Industrial Design in Havana, where she honed her skills and solidified her passion for graphic design and visual communication. Her academic path led her to further training as an Art Director at the prestigious International Film and TV School of San Antonio de los Baños (EICTV), shaping her unique perspective on design that effortlessly blends functionality with artistic flair.

“I am a person right now who is jumping from a plane into the abyss, armed with a parachute I believe to work. This parachute, emblematic of my talent, the people around me, and my culture, represents a leap of faith into the unknown. It was at an exhibition, confronted by the visceral impact of art, that I recognized this parachute’s true capacity. That moment, vivid in its theme and colors, cemented my decision to study design. It taught me that design is not merely understood through words but felt through experience. Design, an intricate dance of industry and creativity, demands to be lived, touched, and consumed to be fully grasped.”
Idania Del Rio Gonzalez

The Birth of Clandestina

In 2015, Del Rio took a bold step by founding Clandestina, marking a new chapter in Cuban design history. As the island’s first independent e-retailer based in Havana, Clandestina offered various products, from clothing to home decor, reflecting Cuban culture’s vibrant spirit and humour. This initiative was not just about selling products; it was a statement of independence and creativity in a nation where such endeavours are fraught with challenges.

Overcoming Adversity

Operating under the shadow of Cuba’s socialist regime, material shortages, and the US embargo, Del Rio and her team faced obstacles that would deter many. However, they managed to survive and thrive through innovative strategies, such as collaborating with international partners and leveraging online platforms. Their efforts allowed Cuban design to reach a global audience, showcasing the resilience and ingenuity of the Cuban people.

International Recognition

Clandestina’s impact has been felt far beyond Cuba’s shores. With pop-ups in places like New York City and features in prestigious publications like Vogue and The New York Times, Del Rio has placed Cuban design on the global map. Her engagement with international figures, including President Obama, and partnerships with tech giants like Google highlight her work’s universal appeal and relevance.

Community, Upcycling, and the Millennial Trend

Clandestina’s ethos is a commitment to community-building and sustainability, mainly through upcycling practices. This approach not only addresses environmental concerns but also resonates with the values of millennials worldwide, who are increasingly seeking brands that prioritize eco-friendliness and social responsibility.

Legacy and Future Directions

Idania del Rio’s journey is a testament to the power of creativity, resilience, and entrepreneurship. Through Clandestina, she has redefined what is possible for Cuban designers, inspiring a new generation to pursue their dreams despite the odds. Her work bridges Cuba’s rich cultural heritage and the global design community, fostering a dialogue that enriches both.

Conclusion

Idania del Rio and Clandestine represent a bold new era in Cuban design that embraces independence, innovation, and international collaboration. Their story is not just about the success of a design brand; it’s about the emergence of Cuba as a vibrant hub of creativity and entrepreneurship in the global design landscape.