LA INSIDER
Rita Nazareno shares her current endeavor to support incarcerated Black women through The North Star Project
This March we celebrate International Women’s Month by honoring Rita Nazareno and Monica Maralit as champions and advocates of women empowerment. We also highlight the power of resilience by sharing Lyndon Cayco’s experience of profound loss and how it strengthened his resolve to continue pursuing to grow the business as a means of lasting empowerment to more Filipinos.
All over the world, bringing light on women empowerment has become apparent as a paramount global movement that continues to gain momentum. Celebrations such as International Women’s Month and Empowerment Day have emerged and are breaking more and more ground in recent years. But even with considerable progress promoting women’s sense of self-worth, the ability to stand up and determine their own choices or the right for meaningful change, women continue to bear the challenges of facing discrimination and seeking equality.
For Rita Nazareno, an Emmy Award-winning television producer and breast cancer survivor, taking on a brave road to celebrate tremendous efforts of women and girls around the world to illustrate their creative capacities in shaping a better world, is inherent. This is through her brainchild, ZACARIAS 1925, a global bag and accessories brand that combines contemporary design and the traditional time-honored craft of hand-weaving. Being the granddaughter of the founder of S.C. Vizcarra, she is a product of family ties and passion.
Nazareno’s grandmother, Segundina Cornejo Vizcarra, set up shop in 1925, a time when female entrepreneurs were a rarity. From humble beginnings, she and her husband, the sculptor Zacarias Alimangan, established their hand-embroidery studio, S.C. Vizcarra. This is the inspiration for ZACARIAS 1925.
Nazareno’s illustrious career has allowed her to experience many wondrous adventures in life. “I’m so fortunate. I’d be satisfied with how my life turned out if I died tomorrow. But there are many more paths to take,” she says.
After being a successful TV producer in the US, working as creative services director of the Nbc-affiliate in Houston and senior producer at Fox 11 in Los Angeles, she received stellar recognition for her amazing work, allowing her to take home The Emmy for a short promo Good Day in L.A. in 2005. For many, this is the Everest of success but for Nazareno, her definition of it takes her back to what she grew up with – the love and joy of working with fine craftsmen and artisans.
“I’d also love to see our workshop transformed as a space that continues to be an homage to my grandmother, the work she has started and that my mother has nurtured. And also for people to take in how the pieces are made, to appreciate the history and its future, and share their collections and archives,” Nazareno passionately exclaims.
For her, experiencing all these would be educational and beneficial to many. It would be a dream and the timing is impeccable as S.c.vizcarra’s 100th year approaches in 2025.
Very recently, The North Star Project collaboration with the Crenshaw Dairy Mart Gallery, and Patrisse Cullors, has put Nazareno’s women empowerment plight into clearer perspective. These are hued, hand-woven lines of bags that focus on the movement to free Black women from incarceration.
The new, aesthetic line, featuring the inspiring poem ‘Carrying Freedom’ from previously incarcerated Black literary Nissi Berry, aims to support women in a way the system has not. Profits from each bag sold go directly to the movement to end the incarceration of Black women and put money back into the pockets of previously incarcerated Black female artists.
“I am so fortunate and thankful to be a part of this collaboration. It is truly an amazing experience to be able to do my part and focus on incarcerated Black women. It is a conversation that needs to be talked about more and as part of the Filipino and Filipino-american communities, it is important for me to express this dialogue.”
I’d also love to see our workshop transformed as a space that continues to be an homage to my grandmother, the work she has started and that my mother has nurtured
Patrisse Cullors, Creative Director of The North Star Project, who personally approached Nazareno for the collaboration, wanted to take her unique wicker bag designs and support the movement. She quipped, “Her work is inspiring and the workshop she has inherited from generations of hardwork and esteem is so powerful and incredibly beautiful. Not only does it elevate design but it also proves that our work in the creative field is truly purpose driven.”
Nazareno is likewise the co-founder of Nazareno/ Lichauco, the dynamic creative collaboration company she shares with Gabriel Lichauco. Together, they curate collections, mentor designers, and develop new product designs for numerous brands, highlighting contemporaneity and innovation in traditional craft and materials. Nazareno/ Lichauco did the creative direction for the Philippine online participation at Maison et Objet in 2020-2022.
As if these achievements weren’t enough, Nazareno also speaks and mentors about Design and Creative Process and Product Development in various leading institutions and colleges, including Watari Museum’s On Sundays in Tokyo, the Museum of Contemporary Art & Design, the School of Fashion & Arts (SOFA), and the Selvedge World Fair London, among others.
Her vast creative work and extensive educational experiences in Europe, Asia, and America has greatly influenced Nazareno's design approach, manufacturing, and marketing strategies. She has continued to be passionate about sharing her knowledge and experiences to empower design students and professionals.
One can wonder, with an illustrious career, is there anything else Rita Nazareno still hopes to achieve?
“When I changed careers, I took a year off and wrote a couple of stories for films. I’d love to produce them at some point,” she excitedly shared. “I would also appreciate to be remembered for bringing joy and sharing the example of kindness, compassion, and inclusivity going a long way.”
Nazareno’s motivation and inspiration is a clear and concise reminder to celebrate the tremendous efforts of women around the world in shaping a more equal future. “We can create beautiful designs and at the same time, speak towards a powerful message that would create ripples of change.”
And for someone who excels at her craft globally, her advice about the journey to success is simple: “Success is relative so be patient because everyone has their own timeline. Most importantly, be kind. Use your voice – especially for the marginalized.”
What a bright example she has set for the right to make meaningful changes as she empowers other women to do the same. Nazareno’s work and accomplishments have indeed paved way to influence social change with purpose.
We can create beautiful designs and at the same time, speak towards a powerful message that would create ripples of change