/ 2018 / Advertising / Fashion

TRIBUTE TO THE BATA

  • Prize
    Bronze in Advertising/Fashion
  • Company
    ucia Herrero
  • Photographer
    Lucia Herrero
  • Credit
    The dress has been so deeply integrated in the tradition that it even exists a "widow bata”. It is black, for women in mourning. For this documentary project I travelled to a village in deep Spain, Villarmienzo, lost in the wheat plains and practically uninhabited due to rural depopulation and exodus. I persuaded five women of around 80 to pose for me. I dressed them with classic “batas” bought at per kilo at a street market in Madrid. I also included some “batas” designed by me with funny fabrics. We went through the town. The wheat fields and empty streets are the scenographies that contain this women. Only they remain. The result is an incursion into the world of fashion, a tribute to the “bata” as an iconic garment and a nostalgic look at the end of an era (and not just a generation).

This is a tribute to a very characteristic garment: the “bata”; a work coat that a very
specific type of Spanish woman wears. It can be of multiple colors, printed with different
patterns and decorated with ruffles and pockets. It’s a rectangular-shaped dress worn by
women typically over 50 years old. This costume that defines a whole social group of
women and is not subject to the fashion industry seasonal changes. It is timeless, like
the woman who wears it.

This woman is the matriarch of the family, the one cooking for 30 relatives on Christmas
and whose life means care for others. She is hard-working and very dear to all. This woman
is danger of extinction as it is also the iconic garment that characterizes her. The new
generation is no longer the wise matriarch of warm temper and lovely homemaker. She is
disappearing. For good and for bad.

I was trained in architecture, photography and physical theatre. This shaped my vision as an artist.

I´ve won international prizes and exhibited internationally

I developed an approach to documentary photography called by me Antropología Fantástica (Magic Realism). Part documentary, part fantasy – I research new ways photographic storytelling. I create photo-events in which the actors interpret themselves.
My subjects are part of the real world and part of a larger, imaginative world based on collective memory, history, and community. Each picture is larger than what meets the eye.

Awards 2010 SFR Jeunes Talents. Rencontres d’Arles official program (France)
2010 SFR Grand Prix 2010, finalist (Paris)
2010 Descubrimientos PhotoEspaña, finalist (Madrid)
2010 Photomeeting Ojo de Pez, 10 best portfolios (Barcelona)
2010 Month of Photography Bratislava, 15 best portfolios (Bratislava)
2010 SFR MAP10, finalist (France)
2010 SCOOP Photojournalism Festival, finalist (France)
2010 Viewbook Photostory contest, honorable mention
2010 PixMo award, La Laboral centre of Art of Gijon, Spain, first prize (Spain)
2011 Sony awards, Photojournalism and documentary-People, third prize (London)
2011 Le Prix Exchange of Boutographies (Montpellier)
2011 Prix Coup de Coeur Rencontres d’Arles portfolios (Arles)
2011 IPA, International Photography Awards, first prize “Book/People”, third prize “Nature”, 2 honorable mentions.
2011 Lensculture International Exposure Award, honorable mention (contemporary photography network, Amsterdam)
2011 Thecolorawards, nominated in 3 categories
2011 Kyosato Museum of Photographic arts-KMOPA, Portfolio acquisition (Japan)
2011 International Loupe Awards, silver and bronze awards
2011 The Terry O’Neill Award, third prize
2012 Critical Mass, finalist
2012 Art residency at Halsnoy Kloster, (Halsnoy, Norway)
2012 Coup de Coueur ANI at Visa pour l’image (Perpignan)
2012 PDN's 30: New and Emerging Photographers to Watch, nominated
2013 Grand Prix Fotofestiwal 2013, finalist (Łódź,Poland)
2013 Selected Participant in Review Santa (Fe Santa Fe,USA)
2013 IPA, first prize, three honorable mentions
2018 Kuala Lumpur Photo Awards, Grand Prize, “Reindeer Man” Malaysia)
2018 Kuala Lumpur Photo Awards finalist, “Tribes” (Malaysia)
2018 LensCulture Street Photography Awards, Jury’s choice prize, “Tribes” (Amsterdam)
2018 PX3, portrait art & documentary,gold, silver and bronze awards (Paris)
2018 One Eyeland, fashion-documentary selected 10 Spain “Tribute to bata” (USA)
2018 AFAR’s Travel Photo Awawards, juror prize "Tribes"