Monday, 29 January, 2018 - 20:30

Recinte Modernista de Sant Pau
C. Sant Antoni Maria Claret, 167
08025 Barcelona


José Maria García González (ZE owner, founder and current designer)

His passion for the world of art and fashion has been alive throughout his entire life.  When he was younger, he used to sell paintings using different painting techniques and exhibited in own his city.

After finishing his artistic studies, he entered the School of Arts and Fashion Techniques in the Ramon Llull University in Barcelona and graduated with an Honours qualification. At a later stage,  he took several courses in the Design School in that same university.

So at the age of 23 only he was already working in Jose Castro’s studio as a shop assistant and afterwards in brands such as Dicktons, Desigual and Escada, and was also fashion consultant for Karen Millen, just to name a few.

Recently, right before starting the Ze Project, Garcia worked as a fashion stylist and visual merchandiser for the Emporio Armani group.

Ze García

Is a classic, elegant, exclusive fashion brand.

A concept that aims at reviving the modus operandi of the early 20th Century great Designers, with more handycrafted and customized clothing.

Ze wishes to serve each and every client in a unique and exclusive way not only in terms of the end product but rather by providing a whole brand experience.

The workshop is located in the city of Barcelona so our final products are perfectly manufactured and refined by the hands of our skilled seamstresses that have a long fashion career and a genuine passion for crafts.

All in all, we thrive to advise and be helpful so that the day you wear a Ze garment, not only you will be told ‘what a pretty dress you have’ but, what is more, ‘you look so beautiful!’.


When I was a child I played with dolls, I was passionate about dressing them like princesses while listening to music on my Walkman, sitting for hours on that burgundy carpet...

* I was happy dreaming *

Haute couture was for me the extension of those long skirts with which Disney had enraptured us. At that time I had the strange feeling that the immediate future could be a powerful magnetic source of novelty and an abyss in space at the same time, and it was.

The year 2000 arrived and after the bells had rung in the New Year, there was a collective sigh of relief, the world was still under my feet and that’s when everything began.

I turned my passion for fashion into an addiction thanks to the boom in low cost fashion firms, but at the same time everything that inspired me was disappearing from society. The great masters who had dressed my dolls were now going unnoticed in the changing times.

I belong to a generation of change; between a nostalgia for the old and a euphoria for the new.

Tonight I want to involve you in one of my dreams. Like in Carlo Collodi’s story, my beautiful dolls are now flesh and bone.

* Thanks to you, I keep dreaming *

Designer: Jose Maria Garcia Gonzalez
Commercial brand: ZeGarcia
Tel . +34 615 029 481
Web: www.zegarcia.com
Mail [email protected]