Marta Never Wanted What Was in the Window

Ask Marta Catalan what's the least interesting thing in a shop, and she'll point straight at the window display. The mannequin, the new-season rack, whatever's easiest to grab, that's the part she's never cared about. What she's spent years chasing instead is the pile behind it: the one silk scarf from India, the hand-stitched piece someone else gave up on, the technique nobody makes anymore.

It's a habit she picked up as a kid in England, at flea markets and charity shops, long before secondhand had any cachet attached to it, and it's shaped everything since, including the content platform she's built on instinct rather than trend. She invited us into her world to talk about what actually holds up over time: knowing yourself, trusting your gut, and choosing things on purpose. We talked about that childhood, her move to Spain, and a year-plus relationship with a VIVAIA she didn't expect to stick with.

When we asked her to describe herself, she said that she is spontaneous, creative and original.

@bymartacatalan