Ariel · Vienna · 2026

The Maker

Behind Warum?
is me,
Ariel.

I am a graphic designer, originally from Buenos Aires, and I have lived in Vienna since 2023. For more than twenty years I worked in fashion, retail and wholesale for international brands such as Christian Lacroix, Paul & Shark, Hugo Boss, Pepe Jeans and Penguin Argentina.

Every figure takes shape long before the first stitch. The process begins with a moodboard: the colours, references and memories that inspire each character.

Every figure begins
with a question and becomes
a story.

How a character is made

  1. 01

    Moodboard

    Colours, references, memories: everything a figure might carry.

  2. 02

    Sketches

    The moodboard becomes a shape. First lines, a character with attitude.

  3. 03

    Crochet

    Stitch by stitch, by hand. Yarn from selected fibres, a lot of time per piece.

  4. 04

    Character

    Eyes, tassel, detail: the moment the figure becomes itself.

I learned crochet and textile techniques as a natural extension of my interest in design and craft processes. Over time I began to combine illustration, composition and handwork to develop my own characters, and a visual language that brings design and object together.

Ariel