In Jaén, La Pregonera is challenging the invisibility of older rural women in Spain’s fashion and cultural field. Created by Yolanda Sáenz de Tejada, the initiative is turning the humble bata, a staple garment for generations, into a symbol of recognition and pride for women who have long been the backbone of Andalusian villages and towns.
The demographic weight of older women is reflected in Spain’s population data. A 2026 report by 65YMÁS, citing official statistics, puts the number of women aged 55 and over at more than 9 million, or 18.9% of the country’s population, with a labor-force participation rate of 27.4%. Separately, electoral-census figures reported by Europa Press show that more than 10.18 million residents aged over 65 were eligible to vote; women made up 56.1% of that older electorate. The figures cover different age groups and populations, but together show the scale and public presence of older women in Spain. La Pregonera responds to their relative absence from mainstream fashion campaigns and commercial offerings with batas it presents as sustainable and comfortable, in sizes ranging from S to 3XL. Each is named after a woman whose story is woven into the brand’s narrative.
Among the women featured is Ana Vázquez, 85, from Huelva, who spent decades raising seven children and managing a large household in Andújar. Her story, like those of others, is shared through La Pregonera’s videopodcasts and digital content, recorded in the homes of the women featured. These audiovisual pieces document personal histories and build a living archive of rural women’s memories.
Another face of the project is Carmen Cordón Jiménez, 86, from Cuevas Bajas, Málaga, who became a local celebrity after appearing in one of the first videopodcasts. Despite mobility challenges, Carmen keeps up her daily routine of meeting neighbors on a bench overlooking the village. She embodies the ability to recover and community spirit La Pregonera seeks to honor.
The company’s work extends beyond online sales. La Pregonera organizes events in municipalities across Spain, celebrating local women through public tributes and fashion shows, while recording new stories. These initiatives are part of a wider rural-enterprise network: Sáenz de Tejada was listed as La Pregonera’s creator on the “Mujeres que lo hicieron posible” panel at a Córdoba event organized by AFAMMER. The gathering was scheduled to bring together more than 200 rural women, business owners and experts to discuss leadership and equality, alongside new idea and opportunities for entrepreneurship in the countryside. Participants included women working in food production and rural tourism. Others worked in cosmetics, while agriculture was also represented.
Impressive supporters include Luisa Ciezar Sánchez, 97, from Málaga, who remains active and independent, and Paquita Santamaría Huidobro, 90, originally from Burgos and now a long-time resident of Vélez-Málaga. Both reflect the project’s mission to showcase the strength, creativity and longevity of rural Spanish women.
Each bata is handmade in Andalusia by women, for women. Every order arrives in personalized packaging with a letter from one pregonera to another, reinforcing a sense of shared experience and mutual respect. Sáenz de Tejada has also received recognition for her work in female leadership, including the Premio Iris 2025 and the Premio Especial REM.
La Pregonera’s headquarters are in a small village in the Sierra de Segura, a region that shapes much of the brand’s ethos. The founder’s vision took shape during her studies in Madrid, where she chose to focus on rural women instead of pursuing a conventional fashion career. This commitment to local heritage and innovation also appears in other Andalusian sectors, including the region’s push for sustainable energy solutions. Recent developments include the launch of high-efficiency aerothermal water heaters for homes and businesses.
Spain’s rural areas have seen renewed interest in preserving traditions while adopting new technologies. The National Statistics Institute’s 2025 health survey found that 17% of people aged 55 and over had difficulty with at least one basic activity of daily living, such as dressing, washing or sitting and standing. Among people aged 85 and over, the rate was 61.8% for women and 41.9% for men. The figures provide broader context for designing clothing and public events around comfort and mobility, with older women’s everyday lives in mind. Projects like La Pregonera also seek to create economic opportunities and strengthen social ties in small communities. The bata, once an “invisible uniform,” has become a visible statement of dignity and belonging, connecting generations and regions through shared stories and craftsmanship.
As Spain faces demographic shifts and the challenges of rural life, initiatives pairing tradition with entrepreneurship are gaining ground, while digital innovation expands their reach. La Pregonera’s model shows how fashion can lead social change, offering recognition and practical support to women who have shaped the country’s rural identity.
