Fish and Kids

Where Fashion Meets The Sea

Founded in A Coruña by Pilar Picazo Alonso, Fish and Kids is a fashion brand with a distinct point of view: playful yet sophisticated, rooted in quality fabrics, craftsmanship and a love of storytelling. We sat down with her to talk about the story behind the name, her approach to design, her creative home base in A Coruña, and why collaboration continues to be at the heart of the brand.

KINDA: Your brand name is very particular. Can you tell us the story behind it?

............ Pilar: »Fish and Kids is a play on words inspired by ‘fish and chips’. I studied fashion design in Madrid, continued my studies and started working in London, so I’ve always had a strong connection to England. I also love cooking and food, and wanted to connect fashion with gastronomy.

The idea of fish and chips wrapped in newspaper inspired the brand’s packaging and visual identity. I’ve also always been very connected to the sea. I’ve lived in A Coruña for the past 18 years, and my family is from Málaga, so the sea is a big part of both places. It naturally became part of Fish and Kids — through the name, the packaging, the lookbooks and even the recipes we’ve created. In the end, it’s really a mix of the sea, gastronomy and a little play on words.«

KINDA: When did you start your brand, and what have you learned along the way?

............ Pilar: »I started Fish and Kids ten years ago, after working for some larger companies. One of the biggest things I’ve learned is that I’d rather create fewer styles and make them really special. I prefer small capsules with a strong focus on fabrics, techniques and details.

For a small brand, having a clear identity is especially important when you’re sharing space with other labels in multi-brand stores. You need to offer something that feels distinctive. But perhaps what I value most are the people I’ve met along the way — stylists, photographers, and the mothers of the girls who have modelled for the brand. Those relationships are one of the most rewarding parts of the journey.«

*»What I value most are the people I’ve met along the way.«*

PILAR PICAZO ALONSO

KINDA: What are some of the key characteristics of Fish and Kids?

............ Pilar: »Freedom is very important to me. I usually start every collection with the fabrics, and my experience in the industry has given me a strong knowledge of materials and techniques.

Although the collections are small, I like working across many different categories — knitwear, denim, t- shirts, sweatshirts and woven pieces. Each requires different techniques and manufacturers, which can be challenging for a small brand, but it’s also what makes the collections interesting. I also don’t really think of designing specifically for children. I like to bring the way I design for adults into childrenswear. That’s why I’ve always created pieces for both women and girls. It’s a big part of the identity of the brand.«

KINDA: You live in beautiful A Coruña. How does the city influence your work?

............ Pilar: »A Coruña has had a big influence on me and on the brand. I originally came here to work for Inditex, and I’m incredibly grateful for everything I learned there and for the people I met.

It’s a relatively small city, but it has an incredible creative energy. Because Inditex is based here, there are people from many different countries working in fashion, design and textiles. The city really breathes fashion. And I love seeing how much the creative scene has developed over the years. There’s so much talent here now, which makes A Coruña a very special place to be. «

KINDA: Your campaigns often feature exciting photographers and creatives. How do you choose your collaborators?

............ Pilar: »I always look for photographers and creatives who feel different and can bring something unexpected to the brand. I don’t necessarily want to work with the same people other childrenswear brands are working with. Instagram has been a great tool for discovering new talent — often, something simply catches my eye.

I’m very involved in the shoots. I choose the models and locations and love being part of the entire creative process. I’ve travelled to some amazing places for shoots, from Montana to Denmark, and the experiences and people I’ve met along the way are some of my favourite memories. For me, designing the clothes and creating the image of the brand are equally important. Bringing a collection to life through a photoshoot is one of the most exciting parts of what I do.«

KINDA: Where do you see yourself and your brand in 5 years?

............ Pilar: »I’d like Fish & Kids to become even more focused on what I believe in: fewer, more special pieces that aren’t tied to a particular season or trend. I also see the brand growing through collaborations. Working with artists and other creatives always brings something new — both to the brand and to me personally. I’ve already collaborated with different people, from a canning brand to a painter, and I really enjoy that exchange of ideas.

I’m also working on creating an artists’ residency here in A Coruña, so I see the future of Fish and Kids very much connected to creativity, collaboration and bringing different disciplines together. I don’t know exactly where the brand will be in five years, but I know I want it to keep growing in that direction — staying small, special and creative.«

KINDA: Thank you, Pilar, for sharing your story — and best wishes to all the Fish and Kids!