Summer Fashion Arts Festival Talk Series: Tiago Cruz

Part of the FIDA Summer Fashion Arts Festival Talk Series

Portuguese artist, graphic designer, and educator Tiago Cruz joined us for a thoughtful and wide-ranging Summer Fashion Arts Festival talk, where he opened the pages – both physical and digital – of his ongoing artistic practice. At the heart of Cruz’s work is the sketchbook, which he describes not simply as a tool, but as a graphic diary: a visual journal of daily life that captures fleeting impressions, energy, and emotion in a few expressive strokes.

From his early training to his master’s thesis exploring how sketchbooks have shifted from private tools to public expressions, Cruz’s practice reflects a deep curiosity about both form and context. Whether flipping through an A6 pocketbook or experimenting with digital layering on Procreate, he favours spontaneity, minimal materials, and evocative compositions that invite the viewer to fill in the blanks. He believes that a good drawing should suggest, not explain.

He was candid about his materials – cheap notebooks that allow for experimentation without pressure, and a trusty TWSBI fountain pen filled with waterproof black ink. His process is deliberately unpolished, fast, and intuitive: art made in motion, not in stillness.

In a lively exchange with FIDA founder Patrick Morgan, the conversation turned to the digital frontier. Cruz spoke of a growing interest in merging analogue watercolours with digital techniques – expanding his intimate sketches into large-scale formats and installations. This hybrid approach is emblematic of his broader thinking: tradition and technology need not be at odds, but rather can inform and strengthen each other.

The looming presence of AI in the world of design and illustration sparked a particularly resonant discussion. Cruz acknowledged the industry’s increasing demand for speed and output, yet remained optimistic about the enduring value of human-made work. He drew comparisons to the impact of photography on painting – reminding us that what once seemed like a threat ultimately became a new form of liberation for artists. While AI may take over certain tasks, he believes there will always be space for work imbued with authorship, personality, and craft.

Social media, too, has altered how artists are seen and how they see themselves. Cruz reflected on the increasing pressure to present not just finished works, but entire creative personas – what Patrick called the “360-degree artist.” For Cruz, balance is key. While he recognises the importance of the sharing process, he’s wary of overexposure and believes in keeping a portion of his practice private: an internal space where ideas can grow quietly.

In a time of rapid change, Tiago Cruz's voice is a steady one – rooted in observation, experimentation, and honest making. His insights offered a gentle but firm reminder that technology and tradition can co-exist, and that in the race to keep up, there’s still immense value in pausing, drawing, and simply noticing the world around you.

Check out more highlights from our FIDA Summer Fashion Arts Festival talk series – including conversations with other inspiring artists – where we celebrate those shaping the future of fashion and visual culture, one line, live moment, or luxe detail at a time.