At So Catchy! Where Fashion Begins, we’ve been following the Andalusian designer, Alejandra Jaime and her label, María Magdalena, from the beginning.

In her last interview with us in August, she let us in on the fact that she was working on her second fashion film, an ode to the duality of extremes and their integration. In this piece, full of Andalusian folklore, nostalgia and spirituality, Alejandra Jaime puts her distinctive mark on yet another creative piece, where the difference between banal and transcendental is not just accepted, but celebrated.

Her first fashion filim, “We are cattle”, won her 3 awards and more than 15 nominations in international festivals, and the new one, which was filmed in mythical locations around Seville, like the Atarazanas, Bar Garlochi and around the neighborhood of Triana, is sure to do the same. Directed by J.J. Torres, Integration premieres this Friday the 12th the film at 11:30 PM at Sala X in Seville, in a party whose theme is the early 2000s.

As she describes it, “the event is an experience that unites music and fashion from the Cani or Bakala period, when this urban tribe reigned in Seville. A remembrance without precedent with artists such as Jesuly, DJ Kilian and DJ Karpin. Current underground music will also be on stage with Las Gatas (DJs representing feminist reggaeton) and Los Industrias 94. Julio Pantano, ImperioNita, Dj Jamanama, Vaseta and a few other surprises will make this an unforgettable night.

Free entrance, limited capacity and from So Catchy!, we hope to see you there!

Translation and Layout by Michael Padilla