Celebrating Latin American Culture Through Fashion

OjaLáb MarketFest

by Camila Ordóñez Vargas, Bernardita Lira and Laura Martinez Martinez | Nov 18, 2024

Designers from Chile, Ecuador, Peru, Colombia, and Argentina showcased 23 curated brands to enthusiastic and curious visitors at the inaugural OjaLáb MarketFest. The event focused on fashion, accessories and home goods, all chosen for their ethical production practices, local sourcing, high-quality standards and the unique narratives behind each collection. Among the participating designers were Salvárea, a Colombian brand inspired by the country’s diverse ecosystems, utilizing materials such as blown glass and silver recycled from X-rays; Arália Studio, which combines traditional Ecuadorian craftsmanship with contemporary design, featuring hand-printed designs of Ecuadorian flora and fauna on sustainable GOTS-certified linen in beautiful women’s apparel; and Nit Label, a brand dedicated to crafting high-quality, timeless knitwear focused on materials like Peruvian cotton and alpaca, alongside many other remarkable designers. The event also featured the designs by Parsons BFA alumni Melanie Seas from Peru and Agustina Domínguez from Argentina. On September 21, 2024, the event at Parsons School of Design in New York City transformed into a vibrant celebration of Latin American culture.

OjaLáb began as Camila Ordoñez’s capstone project for her master’s degree program at Parsons School of Design. Driven by her desire to contribute to Colombia’s socioeconomic development and Latin America as a whole, she initially created a social impact initiative called “AMOR X LOCOMBIA” in 2020. This fashion collection allowed her to raise funds to support 100 families in remote areas of Colombia’s coast with groceries and other necessities during the pandemic. Seeking to further support the region and establish a sustainable, community-based business, Camila envisioned OjaLáb.

After a successful pop-up event in New York City in November 2023, OjaLáb was officially consolidated into a business in May 2024, with a team of fellow Parsons alumni—Bernardita Lira from Chile and Laura Martinez Martinez from Colombia—working together to grow it into a thriving community. The MarketFest was just the first step: we envisioned not only a fashion exhibit but also a space for gathering and celebrating talent, culture, diversity, and potential. Thus, the event featured not only fashion designers but also others from the Latin American community who were invited to participate in the initiative. For example, ProColombia provided a coffee tasting featuring more than seven coffee brands from different regions of Colombia, while Cacao y Más Cacao offered tastings of their various cacao products. Our goal was to create a celebration of culture and a full engagement of the senses.

OjaLáb takes its name from “Ojalá” in Spanish, meaning “God willing” or “hopefully,” and ‘lab,’ referring to experimentation and bringing dreams to reality. 

We intend to develop initiatives that support Latin American designers in their journey to thrive in the global market. The first step was the immersive fashion exhibit—a dynamic platform to showcase emerging talent from across the Latin American region while challenging conventional industry norms. We decided to seek designers whose pieces resonated with their brand identities rather than adhering to seasonal trends, emphasizing authenticity and individuality in fashion. Guests explored the unique ethical practices, materials, and compelling narratives behind each brand and its founder.

To bring diverse perspectives and showcase talent from Latin America, we focused on offering experiences that provided a platform for various voices. This included two panel discussions, alongside the many voices represented in the show itself. The first session on the future of fashion was moderated by Edward Cardimona—a Parsons professor known for revitalizing brands like Nike and Diane Von Furstenberg—and featured panelists such as Camila Ordoñez, founder of OjaLáb; Juliana Hincapié from Johanna Ortiz; and Carolina Obregón, a Parsons professor and board member at various sustainable initiatives such as Woocoa, E.biodye and Nanofreeze.

A second panel focused on sustainable fashion, moderated by Obregón, featuring experts like Alfonso Escolar, sustainability manager at Myzelio; Carolyn Compres, Founder and Creative Director at Olette; and Parsons Textile MFA ’24 alumni and sustainable textile expert, Julieta Gaitán. These discussions not only highlighted the challenges within the industry but also showcased the innovative solutions being pursued by Latin American designers. Escolar emphasized that for sustainable businesses to thrive, they must start with a mindset rooted in sustainability that influences every aspect of the company. Gaitán echoed this sentiment, illustrating how a sustainable approach begins with a deep understanding of the consequences tied to each design choice. She shared her own experience of dyeing natural fibers with fungi, where she was pleasantly surprised to see mushrooms grow in the soil after washing away the residues—an unexpected outcome that beautifully illustrates the intricate relationships between materials and the environment.

Capping off the day’s festivities was an immersive fashion show, styled by Parsons experts, that brought the emerging brands to life. The choreographed event featured a diverse array of looks, showcasing accessories, shoes and clothing designed to engage and inspire the audience. In an effort to challenge the status quo of the fashion industry, we chose to merge our 200 guests with the models, creating an interactive experience instead of a traditional runway format.

The driving force behind OjaLáb MarketFest was the desire to create a space for cultural exchange and to empower emerging Latin American brands. Our team is committed to helping these brands navigate the complexities of entering and thriving in the U.S. market. With nearly 98% of the participating brands being women-owned, OjaLáb proudly champions female entrepreneurship, further emphasizing the importance of community and collaboration.

The success of OjaLáb MarketFest was made possible by the generous support of sponsors and partners, including Parsons School of Fashion, Bésame Cosmetics, TAP, ProColombia, Cacao y Más Cacao, The SisterYard, The Kolor Code, and Detaility. We are especially grateful to the dedicated staff and volunteers who contributed their time and effort to make the event a reality. Together, these organizations and individuals created an environment that celebrated Latin American talent while championing ethical and high-quality products.

Looking Ahead

OjaLáb now aims to foster long-term relationships with participating brands, offering tailored strategies for sustainable growth in the U.S. market. This includes enhancing brand awareness, organizing retail tours to connect brands with specialty boutiques that align with the designers’ values, and hosting events such as pop-ups and an upcoming MarketFest in 2025 to continue celebrating Latin American culture. More than just a business, we envision OjaLáb as a catalyst for entrepreneurial growth and a supportive community that represents the region’s diversity with pride.

In a world where fashion often prioritizes the ephemeral, OjaLáb MarketFest stands as a testament to the richness and depth of Latin American culture—an inspiring reminder of fashion’s power to connect communities and celebrate diversity.