Monika Cerda-Cid-Founder & Designer of Chachino speaks on the importance of building a brand.


Photographer - Lauren Campbell

Photographer - Lauren Campbell

-What & Who is Chachino? 

Chachino is a luxurious international haute couture label that creates avant-garde fashion for the red carpet, bridal and formal events for women all around the world.

Chachino means “Daddy’s Girl” in Croatian and truth be told, the designer, Monika Cerda-Cid is inseparable from her family. “Chachino is my way of never losing sight of the first man I ever loved, my dad”.

-What is your typical day when running a brand like yours?

They say, you know you have truly found your passion when you have worked tirelessly around the clock and from that never felt as though you have worked a day in your life.

That summarises a typical day in the life of Chachino beautifully. Our clients are our priority and if it’s not our clients we are attending too, it’s events, designing, public relations – particularly interviews and fashion editorials.

-In a brief description, how do you approach the business side of fashion when you first started?

The key is to not let the thought of starting a business overwhelm you and let your passion work you smarter and not leave you playing harder.

I have the mindset of all in or nothing - and did exactly that. I worked in various fashion roles to gain a solid understanding of how the business model works and from there took a leap of faith and established Chachino.

-When you cater to your consumers, do you look for a pattern within your analytics to better serve them? If so, how do you go about that?

I am committed to understanding my clientele, their needs, producing quality garments for them and hearing from them what services they’d like to experience further on their next visit.

-As the owner, do you see yourself more on the design side or more on the business side? Or is it pretty much balanced?

It needs to be a 50/50 split although anybody would argue, a designer is always off the scale Creative so that’s where my business partner, Lorena Di Zillo comes into play to balance me out.

-Were there any setbacks to getting your label off the ground? How did you overcome that?

Not really.

-Who are your target consumers & how do you get them to look at your products?

Women of all ages. The power of social media is real. 

-Obviously you created a unique brand, we would like to know if you collaborated with anyone to help you produce such a phenomenal set of collections?

Every collection that you see, has been designed and created by me personally.

-How would you describe yourself as a person & artist?

Haha, definitely down to earth, a dreamer, adventurous, a character, caring, kind-hearted and natured, and giving.

As an artist I love to push the boundaries and don’t do anything in a conventional way.

-What made you so interested in becoming a fashion designer & brand owner?

When you truly believe in something and have a vision, anything is possible.

My passion for creating haute couture is what continues to drive me at full-speed on that highway. 

-Do you have a favourite designer who inspires you? Why is that?

Alexander McQueen.

World’s finest artist. McQueen simply cannot be born again for all that he was, and all that he was yet to become.            

-Tell me about your latest collection. What was your vision when you created it?

Le Monde Dans Ses Yeux - “The World in her eyes” 

This is a story of a young girl from a rich world, who was about to change the world of fashion. A strong woman who had the world at her fingertips but allowed voices inside her head.

Today she is escaping the self-torture and breaking free of the slavery she has enforced upon herself without losing her dignity, self-worth and grace.

A revolutionary woman, who’s story is very hard to write.

-To be a designer, you had to undergo a lot of struggles. What was the most difficult obstacle for you when putting together your collection?

Not allowing the outside world to influence me in any way, shape or form.

-If you could showcase your designs anywhere in the world, where would you start and why?

Paris –where dreams are made of!

-Who excites you the most (Celebrity) & why? 

Sarah Jessica Parker (SJP) – Love her heart, success, and taste in fashion!

-What are your world-dominating goals for Chachino?

New Collection showcased in Milan, Paris and New York

Chachino’s first international store to be established in Milan on the Spiagga

SJP to be wearing a custom piece created for her next big event

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