Fernanda is a creative powerhouse who leads an incredible team in Arequipa, Peru—hands down one of the most stunning cities we’ve ever visited. Her fresh, unexpected take on creative direction always keeps us on our toes, and we’ve been lucky to work with her on shoots across Peru, from Paracas to the Sacred Valley.
We knew her team worked with big-name clients, but tsk tsk, Fer didn’t tell us about all the awards they’ve racked up over the years. Her ability to blend traditional Peruvian design with a modern, global twist is just one of the many reasons we love her. This season, seeing her style our new Resort pieces in her effortlessly cool way was such a treat. Keep reading to see her chic style and learn more about her work.
MIRTH: Tell us a little bit about yourself. Where are you from? Tell us about your family.
Fer: I’m from Arequipa, Peru. My husband and I have been together since I was 17 years old. We got married 8 years ago, and have 2 kids, Santino is 3 years old and Antonia who 1 year old. I never thought I would love maternity that much, I have so much fun rediscovering the world through my kids.
MIRTH: What inspired you to start Provincia? What do you love about your job?
Fer: I was really upset when I realized I had to stay in my hometown. I had always wanted to live abroad, so if I was going to stay home, I knew I had to do something I loved, something with a greater purpose.
I noticed that every design studio was located in a big city, and every design movement was based in the capital, so I wanted to break that trend and decentralize design. As a creative studio, we explore the regional richness of our country and transform it into something that feels both global and contemporary.
In 2023, we were recognized as the best design studio in Peru, and I think all the effort was definitely worth it. What I love about my job is that it is never boring, I always get to work with different kinds of industries and companies.
MIRTH: Any fun projects you are working on or recently worked on?
Fer: We did a rebranding for a Gastón Acurio restaurant, an Acai brand that is based in Ireland, a rebranding for one of the biggest laboratories in Perú, and designing a bird book.
MIRTH: Any advice for someone wanting to work in a creative field?
Fer: To have a creative job that is sustainable over time, you are not going to do creative work all the time! You have to look at other aspects that aren't always fun, but that makes creative work happen. I don't know if that makes sense?
MIRTH: What places (or hotels/restaurants) do you recommend for anyone wanting to visit Peru?
Fer: There are too many options! Peru has the best cuisine in the world!
- Central and Kjolle - Virgilio Martinez’s and Pia Leon’s restaurant
- Chicha por Gastón Acurio
- Picanterias from Arequipa! (La Cau Cau o La Palomino)
MIRTH: What is your typical weekday like?
Fer: I usually wake up at 5 a.m. (or, more often, my son wakes me up at that time).
I play with my two kids, (and sometimes I exercise), then we have breakfast, I leave my son at his kindergarten, and then I go to my studio to create with my team or go out to have meetings with clients.
I try to be at home early so I can have dinner with my kids and put them to bed.
MIRTH: We have admired your style since we met you! Do you have an approach to style– getting dressed as a busy mom, what you shop for, how you put clothes together?
Fer: OMG, thank you so much! I loooove vintage clothes, I have clothes and accessories from my mother, my aunt, etc., and I love buying second hand clothes. I love to combine basic pieces with a statement and unique piece. Now that I’m a mom, sometimes it's difficult to connect with yourself and be true to your style, because you are kind of a new person? So I’m in the middle of this journey; trying to find myself again.
About Provincia:
Fernanda seeks to decentralize the design scene by exploring and reinterpreting regional design and transform it into something that feels global and current.
At the age of 22, while she was studying advertising in college, she started her own company with her boyfriend, (now her husband) which eventually, with the years, grew in to 2 different companies; LTF (Architecture & Production House) and Provincia (Creative Studio). Nowadays he runs LTF and she runs Provincia. And sometimes they collaborate in big and integral projects.
Provincia, based in Arequipa, Peru, is an award winning studio that develops brand identities, websites, books, exhibitions, packaging, and more, for various clients in Europe, the United States, and nationwide. We have been published by the most important international design media and blogs, such as The DieLine, Gestalten and World Brand Design.
In 2019, Provincia won second place in the Luxury Category at the Dieline Awards, one of the most prestigious international awards that recognizes excellence in packaging. Our winning design was for the Peruvian brand Amano, which won alongside big brands such as Nike, Marc Jacobs, Pepsi and Moschino.
In 2023, we were named Best Studio in Peru by the Latin American Design Awards, where we also obtained 4 awards in the Branding, Packaging and Digital categories. We revalue, explore and re-interpret Peruvian traditional design and transform it into something that feels global and current.
