Photos (copyleft) for Cortefiel by Jose Antonio Rojo http://www.rojofoto.es
Violinist Ara Malikian spearheads “Talented People” initiative
The concert was video streamed today on social networking sites for fans of the brand and broadcast on a giant outdoor screen for the general public.
For one morning, the window of Cortefiel’s Gran Via store came to life as a stage for the famous Lebanese violinist, Ara Malikian. He will perform a repertoire of his favourite music to launch Cortefiels’ “Talented People”"Gente con Talento" initiative. Malikian is the star of this new campaign, just as chef Mario Sandoval and mountaineer and children’s storybook writer Araceli were for “Courageous People”.
“Talented People” is a Cortefiel initiative whereby they collaborate with role models with something to say. Cortefiel wants to democratise fashion, by telling stories with which everyday people can identify. Here, fashion and violin music come together to do just this.
Malikian believes that clothing, like music, “is a way of expressing our personalities. Our differences are what make us special, nobody has the right to criticise anyone”. And so, when speaking of the “Talented People” campaign, he says that “we all have talent, each in our own way, and it’s up to us what we do with it”.
Malikian is not alone in this mission. He is joined by other talented luminaries such as dancer Eva Yerbabuena, winner of the National Dance Prize; fado singers Rodrigo Costa Félix and Marta Pereira; journalist Verónica Durán, president of Fusionarte and champion of the 100 latinos project in Madrid; the science writer Sonia Fernández-Vidal, author of the book Quantic Love; Daniel Vicente, ranked seventh in the woodcarving world championships; wine expert Meritxel Falgueras, Promising Young Golden Nose of Cataluña; José Luis Serzo, the multidisciplinary artist who combines painting, sculpture, photography and literature, among other media; and the Spanish canoeist Saúl Craviotto, gold medallist in Beijing and silver medallist in London.
Cortefiel is reinventing itself with this campaign, seeking inspiration from people who choose clothes that reflect their personality and make them feel good rather than being slaves to fashion. People who strive to be better, who constantly push themselves because they know that talent without hard work is worthless. People who, above all, love what they do.
These are the faces of the new era for Cortefiel – itself a brand steeped in history and with a rich narrative. Part of Grupo Cortefiel, Cortefiel is a leader in the fashion sector with 380 outlets in 23 countries and more than 1900 retail stores. It also has a presence in a further 65 countries through its main chains: Cortefiel, Pedro del Hierro, Springfield and women’secret.
About the artist
Ara Malikian is undoubtedly one of the most brilliant and passionate violinists of his generation. Born in Lebanon to an Armenian family, he began playing the violin at a very early age, taught by his father. He gave his first concert at 12 and at 15 received a grant by the German Government (DAAD) to study at the Hochschule für Musik und Theater Hannover. He then continued his studies at the Guildhall School of Music and Drama in London, whilst also being taught by some of the most respected teachers in the world such as Franco Gulli, Ruggiero Ricci, Ivri Gitlis, Herman Krebbers and members of the Alban Berg Quartet. His relentless passion for music and humanity led Ara Malikian to immerse himself in his Armenian roots and assimilate music from a variety of different cultures from around the world - the Middle East (Arab and Jewish); Central Europe (gypsy and kletzmer), Argentina (tango) and Spain (flamenco) – to create a unique sound which blends their rhythmic and emotional power with the fluidity and finesse of the great classical European tradition. www.aramalikian.com