Design Thinking: Sugar Ferrini
- Rachel Huss
- 2 days ago
- 5 min read
Updated: 1 day ago
In Graduate School, professors love to discuss "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables companies to understand consumer needs.
In this article series, I contacted different companies to learn how organizations apply Design Thinking. I spoke with designer Sugar Ferrini, to understand how she incorporates design thinking into her products.
1. What's your career journey?
I’m Sugar Ferrini a Fashion Designer born in Venezuela with Italian and Spanish heritage.
Growing up surrounded by Venezuelan beaches was a huge inspiration for me. At 16, I began designing swimsuits. I always loved the idea to work independently, so I decided to take it to a professional level. I studied Fashion Design at Monsignor Of Talavera College in my country. I graduated in 2000, and after that I completed a year long internship with Alejandro Fajardo, a well know Venezuelan Designer.
Twenty-five years ago, Venezuela had a very active fashion scene, and it was internationally known for its beauty pageants. As a Venezuelan swimwear designer, I found that my brand quickly gained visibility, which led to presenting my collections nationally and internationally.
As the brand grew, I opened two showrooms for my swimwear line and a studio dedicated to custom bridal gowns. It was a time that I enjoyed and loved. Still, after 15 years, the country was changing economically and politically, and it was time for a change in my personal and professional life.
In 2015, I decided to emigrate to the United States. I moved to Texas with my five-year-old daughter as a single mom. Adapting to a new language and culture while putting my career on hold was the hardest time of my life. My savings ran out, and Venezuela was going through the worst economic crisis in its history, so returning wasn't an option.
I worked in restaurants, daycares, catering, and dishwashing. I had to start from scratch. But I had a vision. I was sure that eventually I would find my way back into the fashion industry. A couple of years later, I packed my car, took my daughter and my mom, who had just arrived, and drove to Los Angeles, with little money but full of determination.
In LA, I started designing swimwear again, while working full-time in a bridal shop for three years.
When the pandemic hit, I began working independently from home through networking and word of mouth about my work. I started a small tailoring studio. Through a step-by-step process, I built my referral sources and began collaborating with some of the industry's most active stylists. By earning the trust of stylists and talents, I've been able to create custom pieces over the past two years.
Today, I have the privilege of seeing my creations take the stage with icons like Lana Del Rey, Sabrina Carpenter, Ava Max, Kelsea Ballerini, and Sydney Sweeney. My designs have been featured at Coachella, Stagecoach, Lollapalooza, Hinterland, and BST Hyde Park. My work has traveled to England, Ireland, Sweden, France, Spain, Aruba, Canada, the United States, and Venezuela. And even after 25 years, it felt like this was just the beginning.
2. How has your work evolved since you started?
Moving to the United States forced me to reinvent myself. To start my own business in Los Angeles, I transitioned from swimwear to bridal, and later into celebrity tailoring, working with some of Hollywood's most recognized stylists, which eventually introduced me to the world of custom looks. Over time I developed an exclusive clientele that includes some of the most prominent stars from the entertainment world, It has been an honor to work with Meryl Streep, Jennifer Aniston, Demi Lovato, Paris Hilton, Sheryl Crow, Jennifer Lopez, Sydney Sweeney, Joey King, Cher, Jessica Alba, Beyonce, Taylor Swift and many more.
My work has evolved not only in audience but also in focus. My designs have grown with me, adapting to new challenges and new industries.
3. How do you incorporate your mission and vision into your work?
My mission is to capture the essence of each artist and translate it into unique and iconic looks. My priority is for the artist to feel comfortable, beautiful, and confident, because that energy is what truly shines on stage. My vision is that Sugar Ferrini Brand becomes a global reference.This designer turned her life journey into art, creating pieces that inspire others and transcend borders. A brand that represents excellence, dedication, and quality.
4. What advice would you give to students and young professionals who want to get into the fashion world?
Being consistent and earning the trust of those you work with is essential, as it opens doors and creates opportunities. Be humble enough to start over when necessary, but stay focused on your goal. It's critical to have a plan and to visualize. Things don't always work out the way you expect, and it's ok to take a detour or change direction, but never lose sight of your dream.
5. When creating custom clothes, what do you keep in mind throughout your creative process?
Every time that I'm asked to create a custom look, I think back on what it took to get here. Gratitude is always part of my process. Another essential part is focusing on the client; they come to me with a vision, and I take that vision and make it a reality.
During the process, I always consider the talent's personality, how they see themself on stage, the stylist's vision, and the context of where and when the look will be worn. We don’t get a long time to finish a project, so we have to work efficiently without sacrificing the quality.
6. What's the next chapter?
The next chapter is about expanding Sugar Ferrini into a reference for Custom Design and the entertainment industry. I am also developing my celebrity tailoring business, creating job opportunities and opening doors for others. I hope that inthe future my story of resilience can in some way inspire other Latin American designers who are building their own journey. Then it has all been worth it.
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