He defines himself as a demanding person with himself and who was very clear from the first moment that he did not want to waste time; he wanted to learn, start designing, work. It could be said that he listened to himself, he never looked to the sides and that led him to never lower his arms. Always faithful to his timeless style, he was traveling a path that led him to be one of the most recognized designers at a national level and also with great international projection.
His story is a clear example of the “kid’s dream”: as a boy he sketched for his schoolmates and his talent led him to design for figures of the stature of Katy Perry, Britney Spears and Xuxa.
Today, at the age of 30, he is experiencing a moment of reinvention, he is more select with his inner circle, he prioritizes having his time, that not everything is “noise”. He chooses to take care of his career. He chooses to stop and beware of “the champion’s friends”.
Journalist: You did not follow a pre-established model, you were always faithful to yourself, you went out to succeed.
James Artemis: I always had the idea of cutting the road, I was 17 years old and I said: I am not going to wait 5 years for them to know me, I want them to know me now. One night I went to a party dressed in gold, with 35 cm shoulder pads, I had made the outfit the day before, now that I think about it, I mean, how crazy! I was focused on my desire to be.
Q.: Do you believe in God? How did religion influence your life?
SA: Yes, I think, God – Universe, it’s the same thing, I think. Religion influenced my work ethic, going straight and being honest.
Q.: You draw very well. How did it come about?
SA.: Drawing was the first form of expression before clothing. Since kindergarten they began to highlight it to me, then I drew for my classmates, to this day I receive messages reminding me of my drawings.
Q.: Was there anything in your career that made you stop or rethink?
SA: Lately it’s happening to me, I’m 30 and there are things that are too small for me. I lived my 20s very volatile, trips, prizes, now everything is more serious, I feel more adult. I follow my work structure, I can’t say, I’m tired, I take a flight to Paris. I am at a stage where I realize that things are not like before from the side of the responsibility that I carry. I realize that I am a public figure and I am elaborating it, I am in that process.
Q.: Your inspirations, Joan Collins, Lady Di, Xuxa, are international, any Argentina?
SA: I really like Esther Goris, I love her, I’ve always liked her. My inspiration in general terms with the figures was always: women in power, women with an imprint. I have mimicked women with strong characters, for example, I am Cruella de Vil on the outside, but when I go inside they are Princess Diana. All with a mystique.
Santiago Artemis.jpg
Q.: Success came very quickly…
SA: Yes, it came quickly and in that arrival I missed some things, living as a teenager, friends, parties. I demanded a lot of myself since I was a child. At the age of 14 he worked in a bar cleaning with the aim of raising money to come to Buenos Aires. I focused on going to college, taking courses, dressing, I wasn’t with people today I slowed down.
Q.: In your daily life, how much is there of the character Artemis and how much is there of Santiago?
SA: It depends on the situation, if I’m going to meet someone, I don’t dress like Artemis, because it’s intimidating, clothes in my case say a lot. If I go to a fashion event, Artemis arrives, because it’s my job. Santiago on a date can be a chupín, a diver and some sheep. Today I realize that I can be divine with some chupines, before if I did it I felt that it was not Artemis. Today I understand that depending on the context I can decompress if I am not dressed in the Artemis look.
Q.: Did you enjoy dressing Britney?
SA: I didn’t want to upload to the networks that I had dressed Britney, I felt that it was a lot, I lived it so quickly that there was not a moment of enjoyment, I was very much into getting things. Now I see it as something nice and I take responsibility for what it was.
Q.: How does it feel to dress your idol?
SA: The Xuxa thing hit me hard, when I was a boy I used to watch my sisters’ VHS, although it wasn’t from my time.
Q.: What do you think of the Harry Styles look with women’s clothing?
SA: I love him. I feel a bit of mmm… I’ve been using heels for a long time, I was one of the first to dress as a woman without identifying myself as a woman. I love it, it’s seductive in women’s clothing, it’s sexy and it’s a good marketing strategy, but I also like that barriers are broken through this strategy.
Q.: Is fashion deconstructing itself?
SA: When I started going to BAFWEEK I was the only one dressed in my style, I was the first, today I go out and see mini Artemis, hats, shoulder pads, coats. Before a man with a pink sweater was mocked, today he is flirtatious.
Q.: Today there are models, oversize, with vitiligo, in terms of weight, the very skinny model is no longer highlighted. Is it really inclusion or is it a fashion?
SA: I see it as a fashion, today in parades like certain European brands, the models are still very skinny. Before there was a show of very skinny girls. They are still there today, but that show is gone.
Q.: From Hollywood to Buenos Aires, how is the relationship with your clients? do you generate transfer? Do you tell a story with each design?
SA: Each client has a story to tell, they arrive, I listen to them, I analyze them, I like it when they come with personal stories, with an object from childhood or from their grandmothers. I listen. I observe their movements, their hands, their faces, their bodies. Before I used to send the drawings by mail, today I do them in front of them. The process is a lot of pressure while they look at the drawing, but then they love the result.
Q.: Why do you think you are so successful in the networks?
SA: I am true, if I am bad it shows, if I am well it shows, if I am absent because I have work it shows. I like to make people laugh, I like to have fun, I like people to see my work.
Q.: You left a very positive message for Pride Day, very encouraging for those who want to fulfill their dreams.
SA: I thought about that message the night before, I don’t like to edit, I did it twice and the second time it came out. I wanted to convey that if I can leave a neighborhood house, anyone can. I wanted to give a true, original message and it was with love. I will not give a message that I do not feel. The message is my story.
Q.: Are you aware of what this type of message can mean for a boy or girl who is at home discouraged and without self-confidence, and with low self-esteem?
SA: Every day I receive about 50 messages from people telling me about the positive impact of my messages. I liked that this video has become so viral since I communicate from my place. Today I do not work together with the gay community, but from my place I make my contribution and my participation evolves.
Q.: There is something in your message very similar to what Maradona said, ‘I am not an example of anything, I did what I could with my life’…
SA: I am very Maradona in that sense, people expect me to get involved in politics, to save lives, I am starting to get involved, but give me time. They put you in a place where you should be an example. They demand a lot from me because they see you as banal or diva and it seems that things don’t matter to you and that opinion bothers people.
Q.: How did you live your landing on Netflix, first with your own series and now with a movie?
SA: When I found out about Netflix I was collecting the garbage and I was like: Wow that’s great! In my series I show myself as I am, I cried seriously, I laughed seriously.
Q.: There is so much beauty on the side of fear, you said recently…
SA: Out of fear we don’t do anything, we don’t dress the way we want, we don’t face who we like, there’s something inside of us that tells you: you’re not going to get it, that’s fear. If we can overcome fear there is so much beauty on the other side, it is very beautiful to achieve it. I was afraid to go out dressed as I used to go out, but the desire to be surpassed me more.
Q.: What is your next goal?
SA: I would like to dress Estefania and Carolina de Monaco, I love royalty, Kate Middleton although I would also dress Meghan, I am pro Harry.
Q.: What title would you give to this stage of your life?
SA: Reinvention, change, revolution, introspection, evolution. There are things that are too small for me, there are things that are too big for me. Sometimes less is more. Now I understand that it is good to lower a gear, not noise all the time.
We conclude with Santiago that his image is a message, it has power and collaborates with the social deconstruction that we are experiencing.
Also, from his own perspective, there is a reality in the closeness of the character with the general public, not only with the fashion segment, but with those who empathize and follow him for “being him”, social networks. His participation in open TV and streaming make him reach all kinds of segments, ages and socioeconomic levels. If we lose focus and not only see an excellent designer, we can see that empathy transcends screens and is transversal to all audiences.
Source: Ambito
David William is a talented author who has made a name for himself in the world of writing. He is a professional author who writes on a wide range of topics, from general interest to opinion news. David is currently working as a writer at 24 hours worlds where he brings his unique perspective and in-depth research to his articles, making them both informative and engaging.
