La Modethêque, situated in the hip Malasaña area, is a precious boutique inspired by women and designed to transport you to the early twentieth century.At La Modethêque, they want to work with people who respect workers and the environment. They try to have everything produced on a small scale and as a limited series – they usually don’t have more than two pieces per model – and they work exclusively with small firms.
The brands they offer are mostly independent firms like Immortelles, Oh Lola, Susana Escribano, Monica Lamb, Daluna, Elvira & Dini, Tutti Moloni, Suggestiveness, Carmen Hernan, Oddity, Bohemia, or Gloria’s own brand, Clave de Amor. In addition, they work with emerging firms in accessories and other items such as Accessories Creartisa, The French Boudoir, Carmen Gonzalez, or porcelain cups from the store Hitóbito Pottery, among others.
Besides selling pretty clothes and accessories they also work with producers and theater companies, helping them with the style in their movies and performances. Their work with actresses and singers whose image seems representative for La Modethêque, like Violet Perez or Gisela Novais. Their latest project is a collaboration with MTV and Tele 5 UK for their program Plain Jane.I spoke with Gloria Rodríguez Mafé, one of the boutique’s owners, and got to know a little bit about her.
Where are you from originally?
I was born in Huelva, I grew up between Huelva and Gandía, and after living in other European cities, I live now since 8 years ago in Madrid.
What about your job?
When I was a child I wanted to be an actress, among other things. Now I have a boutique in Malasaña, where I combine my passion for acting and fashion.
What do you like about Madrid?
The eclecticism, the variety, the dynamic of the city.
What’s the most interesting place you have been to?
A few years ago I met my great uncle in the small town of Cuenca. He showed me his small forge shop, which was passed from generation to generation and full of very curious objects. It was like being in a museum.
What’s your favourite shop?
I do not know if it has a name. It is a tiny shop where they sell old postcards and a number of curios, collectibles on C/Admiral.
What does style mean to you?
Style is something that is acquired unconsciously from childhood. It’s something that defines you and helps you express yourself. Knowing how to wear whatever you like and being able to make it look elegant is a matter of style.
Do you have any style tips?
Be yourself, do not try to look like anyone else. Dare to try, and when in doubt, less is more.
I moved to Madrid in 2010 to work at the Universidad Autonóma. Since then I started to discover the Spanish capital, taught myself Spanish and started my blog, Madrilicious, where I do Street Style Photography and give tips on Madrid and travelling. Since September 2012 I am happy to belong to the team of ¡Vaya Madrid! where I write about Style, Fashion and related subjects.