The voice behind the mask

In a world dominated by noise, expectations, and constant visibility, Sed, the founder of Sed & Zia, chooses a different path.

A conversation about self-determination and the power of silence in urban chaos.

Interview with Gottlieb Holzer

Film, photography Marti Yagües Gomà

"The mask gives people a voice without demanding visibility"

The mask is a recurring motif in the pre-launch campaign for your new label. What does it mean to you?

The mask could be anyone. According to the WHO*, over 1 billion people worldwide live with mental health challenges such as anxiety disorders or depression – most of them in cities.

We are surrounded by pressure, noise, and expectations. The mask gives people a voice without demanding visibility.

She says: You can speak without showing your face. You can share and remain anonymous. Sed & Zia isn't just a fashion brand – we talk about topics that aren't superficial: mental health, urban stress, finding stillness, but of course also creativity and topics meant to inspire.

I'm wearing the mask myself now because the message is more important than me. Maybe I'll show my face someday. But right now it's not about me.

"Silence the Noise" – where does this concept come from?

From observing how much energy we waste seeking validation. We announce plans before they have taken root. We seek approval before we even know what we want.

Silence the Noise means: moving quietly, building with discipline, and letting the work speak for itself.

Seeds grow best in the dark, not under constant observation.

How does this philosophy connect with Sed & Zia as a brand?

We don't follow trends. We don't chase hype. We release collections when they're ready—not because a season demands it. Every piece is made to order, meaning we only produce what's needed. No noise. No waste.

Why sustainable fashion? Why is that important to you?

Because fast fashion is the noisiest industry of all. Constant drops, constant consumption, constant noise. Sustainable fashion is the opposite – it's quiet, conscious, made to be worn for a long time. It's about quality over quantity, and that choice doesn't have to shout.

You collaborate with artists for each collection. Why?

Artists understand that creation takes time. Itziar Barrios didn't rush her work for "Silence the Noise"—she developed and drafted prototypes until it felt right. I want that energy in every collection. Not mass-produced. Not algorithm-driven, no cheap AI art, although there are some really great things in that area now, too.

Who should wear Sed & Zia?

People who know what they stand for. People who don't need validation to build their lives. People who understand that not everything needs to be shared, announced, or explained. If you move quietly and build with discipline, this is for you.

* Source: WHO statistics: World Health Organization (2025). World Mental Health Today & Mental Health Atlas 2024. More than 1 billion people worldwide live with mental health disorders, with anxiety disorders and depression being the most common.
occur most frequently.

"Fast fashion is the noisiest industry of all."

What should people feel when they wear a Sed & Zia piece?

Of course, I want them to feel good in them, to enjoy them, and to be able to wear the pieces for a very, very long time.

Final thought – what's next for Sed & Zia?

We're continuing to build. Quietly. The next collection is already taking shape, but it's not ready yet. And that's okay. First, we want to see how people react to our fashion, what kind of music they listen to with it, what literature inspires them. We want to live in the moment, mindfully, because if you're already thinking about tomorrow, then you're not living in the present.

Right now you're in your hometown of Alcalá la Real, where you were born. You left, traveled, built a life elsewhere – and yet you're coming back. What does this place mean to you now as an adult, what it didn't mean when you were young? And if someone in Holland asks you where you're from, what do you say?

Alcalá is what reminds me of who I am. It grounds me and shows me the path that I sometimes obscure with my own steps.
The Netherlands, on the other hand, allows me to dream. It offers alternatives and broadens my horizons. The cultural difference is immense, and although it can sometimes be difficult to find my way around, I feel that I grow personally through these contrasts.

The Netherlands welcomed me in the best possible way, and I feel it will always be an open chapter in my life. But Spain: that's me. And even though there are many things I don't like or identify with, it's the place I want to work for, to improve it, and to give it everything I have.

Take me back to your childhood for a moment. Do you remember the first story that really stuck with you? The one that felt like it was speaking directly to you? What did you dream about as a child—not literally, but what did you imagine your life would be like?

The first story I can remember in my life is The Jungle Book, specifically the Disney version. From a distance, I now see why it left such a deep impression on me, even if it might not have been the very first one I encountered. Its connection to music, another fundamental pillar of my life—and to nature—resonated directly with my core.

I wasn't much of a dreamer. It's strange, because looking back, I think I focused more on the 'now' – on spending time alone, creating things from recycled objects, or playing in imaginary worlds in the drawers of my home. My dreams existed in the present, and I always tried to bring them to life. I remember wanting to be a veterinarian.