Articles by Alicia Reyes Sarmiento
Journalist and Audiovisual Communicator, Alicia Reyes Sarmiento (1999) has been part of FashionUnited since 2021. Focused on curating content for the Spanish and Latin American markets, she enjoys exploring global trends, covering industry events, and learning from conversations with key voices in the fashion sector. Passionate about innovation and sustainability, Alicia is currently delving into how artificial intelligence (AI) can enhance editorial processes and support more effective content strategies in the ever-evolving (fashion) news landscape.
Yerevan Fashion Week: Showcasing Armenian design talent to the world
In 2025, the European Union imported 129 million euros worth of textiles from Armenia, almost entirely clothing. Behind this figure is an industry that has been working for high-end European firms, especially Italian ones, for years. Alongside it, generations of designers have emerged. Yerevan Fashion Week (YFW) aims to give them recognition in...
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Spanish streetwear brand Yuxus sets its sights on Europe with pop-up stores
Madrid-based streetwear brand Yuxus is preparing to enter two of Europe's main capitals with a roadmap that paves the way for a more ambitious international expansion. FashionUnited has learned that Yuxus will open two pop-up stores in collaboration with the agency Nexo Studio. The first will be located at Linienstraße 111 in Berlin, from...
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Tressé chooses Madrid as its gateway to the Spanish market
Parisian brand Tressé, specialising in prêt-à-porter and homeware, is opening its first store in Madrid, expanding its international presence. Number 52 Claudio Coello Street in the Spanish capital now becomes its second destination outside France, following Milan, where the brand previously had its only international establishment. Founded in...
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Spanish children's footwear brand rethinks child exposure in its communications amid AI risks
The Spanish children's footwear company Pablosky will no longer feature identifiable children's faces in its campaigns, proprietary channels and brand materials. The company, headquartered with its factory in Toledo, attributes this decision to the undeniable impact that social media and artificial intelligence have on the potential use of...
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Camper opens its archive to tell a 50-year story of experimentation, avant-garde and ideas
Mallorcan footwear brand Camper yesterday presented The Walking Society. Now More Than Ever!, a 452-page volume published by Swiss publisher Lars Müller Publishers, marking the culmination of its 50th anniversary celebrations. The presentation took place at an intimate gathering at La Fábrica in Madrid, centred around a conversation led by Ana...
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From mustard yellow to fuchsia: colour combinations from Madrid
After several years of neutral tones dominating shops, wardrobes and even Pantone, fashion now seems ready to rediscover colour. Pantone disappointed many when the institution named a shade of white as its "Colour of the Year 2026." Many had expected a bolder choice from the leading colour authority. Copenhagen is one of the most important...
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Pelonio (Press) is now AM: A new era for the Madrid-based agency
The renowned Madrid-based communications and event production agency Pelonio Press is beginning a new chapter under the name AM, with a new visual identity, headquarters and corporate structure. The change also marks the separation of the activities previously carried out jointly by its three founding partners. On one hand, Andrés Aberasturi...
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From denim to performance art and bridalwear: a look at the IED Madrid student show
For the second consecutive year, the IED Madrid Fashion School presented its graduate show as part of Omoda Madrid es Moda. The runway show, which introduced this format to the Madrid calendar in its first edition, strengthens the link between education and the professional world. It turns final degree projects into a showcase for a new...
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British premium sportswear brand Castore launches in Iberia with first store in Marbella
British sportswear brand Castore is accelerating its international expansion strategy after signing a strategic alliance with Albion 1879, a Spanish company specialising in the management and scaling of premium brands. Through this agreement, the company will boost its omnichannel distribution network in Spain, Portugal, Andorra and Gibraltar....
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Hola Moda hires Martin Isabella to lead H&M's launch in Argentina
Martin Isabella will join as general manager of Hola Moda in Argentina, responsible for launching H&M's operations in the country. The executive confirmed his appointment on LinkedIn, describing the project as the “foundational moment” for the Swedish brand in the Argentinian market. Hola Moda, a Panamanian-based firm created to operate the H&M...
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