_CREATIVE DIRECTION
SERGIO DE LAZÁRO / CO-FOUNDER & CREATIVE DIRECTOR
Born in Madrid, Spain, with a degree in Law from the Autonomous University of Madrid, he decided to devote himself entirely to fashion from 2003 onward. He has developed a deep understanding of the sector, from financial retail operations to product development, purchasing, and collection building.
He trained across the most important internal métiers of houses such as Hermès and Christian Dior Couture. Throughout his career, he studied the different crafts within the fashion houses he worked for, specializing in leather goods, tailoring, and couture, as well as high watchmaking through residencies in workshops across Spain, France, and Switzerland.
After more than 20 years in historic fashion houses, in 2016 he founded, together with his wife Verónica Abián, the contemporary fashion house OTRURA.
In March 2018, he launched the first menswear footwear collection, followed in October 2019 by the first couture and tailoring collection. During the April 2021 edition of MBFWM, he and his team won the L’Oréal Award for Best Collection and Best Designer on their first appearance within the official calendar.
After five seasons at MBFWM, the brand presented at NYFW in September 2023 in the heart of Soho, New York, receiving a nomination for Best Collection from the Spanish Fashion Academy. In October 2023, he was appointed Creative Director of the historic Spanish fashion house Berhanyer, winning his second L’Oréal Award for Best Collection and Best Designer at MBFWM in February 2024. Despite this, he stepped away from the project to resume the evolution of OTRURA in 2026.
OTRURA evolves into a House of Creation with its core in luxury prêt-à-porter. Its philosophy is rooted in artisanal excellence, expressed through avant-garde tailoring and pattern reconstruction. Moving beyond the exclusive concept of fashion, its spirit opens without limits, occupying a space in society and responding not only to business needs but also to social, cultural, and cross-disciplinary objectives, engaging with fields such as gastronomy, literature, and architecture.
Operating as a creative entity without self-centered protagonism, where the only focus is passion, dedication, and effort in the creation of each piece.
Fashion must be excellence, commitment, and avant-garde, or it is nothing.