Tejiendo Identidad Afroecuatoriana: Desarrollo de una colección cápsula athleisure femenina con la técnica artesanal de macramé como práctica cultural para la Empresa Palla

Abstract

In Ecuador, there is a devaluation of cultural heritage, which in the province of Esmeraldas is associated with ancestral traditions such as the creation of fishing nets. Therefore, this integrative project addresses the underrepresentation of Afro-Ecuadorian identity and the underuse of traditional techniques such as macramé in contemporary fashion design. Objective: To design a collection of women's clothing in the Athleisure style that integrates the Afro-Ecuadorian macramé technique as a cultural practice, in order to raise the profile of contemporary Afro-Ecuadorian identity and strengthen the value proposition of the Palla company. Methods: A mixed qualitative and quantitative methodology was used, which included an analytical-comparative and practical field method. The design strategy was based on Design Thinking, with its phases of empathizing, defining, ideating, prototyping, and testing. To obtain information, techniques such as semi-structured interviews with five Afro-Ecuadorian artisans and two representatives of the Palla brand, active observation, and surveys of 50 potential users were used. Results: Market research revealed that the target audience is young women aged 18 to 25 who frequently wear athleisure clothing and prioritize comfort and design, preferring cotton and a subtle macramé style. In addition, the final collection was structured into six looks with silhouettes, fusing macramé with technical fabrics and a visual narrative of resilience and empowerment. Conclusions: It is concluded that the proposed design is viable and highly desirable, as it successfully integrates the contemporary functionality of athleisure with the deep cultural value of AfroEcuadorian macramé, fulfilling the objective of strengthening Palla's value proposition through conscious fashion with identity.