Verónica Huitrón Zamudio

Verónica del Carmen Huitrón Zamudio is a passionate advocate for preserving cultural heritage and creating opportunities for young people in Mexico through design and artisanal practice. As the founder of IMIA, she connects traditional techniques—such as wicker weaving and natural dyeing—with contemporary approaches to sustainability and community empowerment. By engaging youth in the upcycling of everyday objects, Verónica helps generate employment while promoting environmental and cultural awareness.

Alongside IMIA, Verónica is the director of Trastienda Machete, a gallery in Mexico City focused on emerging and interdisciplinary artistic practices, and runs her own design studio, del estudio, where she leads art direction and material-based research projects. In 2024, she presented her work at Dutch Design Week, sharing her latest exploration of wicker as a medium that bridges craft, territory, and design innovation.

As a 2024 beVisioneers Mercedes-Benz Fellow, Verónica continues to grow IMIA MIM, a project dedicated to researching and revitalizing traditional wicker techniques. Her work exemplifies a commitment to cultural preservation, youth engagement, and sustainable design—bringing lasting impact to local communities and future generations.