The sudden shift in roles in the lives of Tamara Falcó and Iñigo Onieva has come as a real surprise for Spain’s social scene. Until recently, it was Falcó who set trends and garnered millions of views, while her former partner struggled to earn the public’s trust and uphold his business reputation. Now, the tables have turned: while Iñigo is preparing to open an exclusive club in the very heart of Madrid, Tamara is forced to seek new ways to keep public interest in her name alive on social media.
In recent months, public attention has shifted to Onieva, who, despite past scandals, has managed to turn his reputation into an asset. His new project — Vega Private Members Club — promises to become a magnet for aristocrats, young professionals, and those willing to pay for exclusivity. Entry to this closed world comes at a steep price, and the club’s strict rules emphasize its elitism: no mobile phones, just face-to-face interaction and an atmosphere of luxury.
Meanwhile, Falcó, once the queen of influencers, has faced an unexpected decline in interest in her content. Her posts have become less in demand, and her earnings from advertising and sponsorships have noticeably dropped. In an effort to regain her former popularity, Tamara reached out to her followers, asking what topics interest them most—fashion, cooking, travel, or perhaps something entirely new. Such a move for a star of her stature seems almost desperate, but also sincere—she openly admits that her financial well-being now directly depends on her Instagram activity.
Business over likes
While Falco contemplates a new format, Onieva confidently builds his business empire. His club targets those who value privacy and are willing to pay for a unique experience. A variety of membership fees allows him to attract both young people and mature clients, and the concept brings together business, culture, gastronomy, and celebrations. This approach may become a new trend among the Spanish elite, who are tired of publicity and digital noise.
At the same time, Tamara admits that her brand is no longer as interesting to social media algorithms as it once was. She openly says that the perfect image no longer works and the audience now seeks authenticity and imperfection. This admission feels especially poignant against the backdrop of her previous success, when every post became an event and her personal life was the talk of the whole country.
New rules of the game
The shift in priorities for both protagonists reflects broader trends in Spanish society. If success used to be measured by the number of followers and likes, now real influence and the ability to create something unique outside the virtual space are increasingly valued. Onieva, once seen as a frivolous party-goer, is now becoming a symbol of the new approach to business and personal branding.
Falcó, on the other hand, is forced to rethink her strategy and look for new ways to stay afloat. Her desire to write travel guides and share personal stories could offer a breath of fresh air to a weary audience, but competition among influencers only keeps growing. The Spanish market demands constant change, and even the most recognizable faces are not immune to declining interest.
There are no clear winners in this story. Each protagonist has chosen their own path: one toward the closed doors of an elite club, the other toward open dialogue with followers. Their experience shows just how quickly the rules of the game change in the worlds of fame and business, and how important it is to adapt to new realities.
Tamara Falcó is one of the most renowned figures of the Spanish aristocracy, famous not only for her high-profile family stories but also for her successful career in media and fashion. Her journey from society-column heroine to entrepreneur and influencer has become a model for many young Spaniards. Despite challenges, Falcó continues to seek new formats for self-expression and is unafraid to speak openly about her missteps and searching. Her story is a vivid example of how the role of public figures is changing in the digital age.
