Colombian and other Latin American fashion brands are moving beyond brief appearances on European runways. Madrid’s luxury shopping streets are drawing their attention, as new flagship stores and major debuts signal a lasting presence in the Spanish capital.
The upcoming Mercedes-Benz Fashion Week Madrid will offer a major stage for Latin American designers. Spanish media report that the 2026 edition will open with a show by Pedro del Hierro on September 14 at the Invernadero del Palacio de Cristal de la Arganzuela, not Agua by Agua Bendita. Official MBFW Madrid announcements say the event will run from September 14 to 19 at venues across the city, including Palacio de Cibeles and Nebrija University, in a new urban format. The program will also spotlight emerging designers. Regional Spanish media report that a young designer from Vigo will take part in the EGO segment on September 19. The lineup reflects the competition for visibility among international brands and emerging talent in Madrid’s fashion scene.
Agua by Agua Bendita began as a small Medellín swimwear label in 2003 and now sells in over 50 countries, with a strong base in Colombia. Its Madrid debut follows last year’s headline appearance by Silvia Tcherassi, another Colombian designer. She marked ten years of her boutique in the Salamanca district by launching her collection at the Palacio de Cibeles.
The bigger shift is happening in retail. This October, Colombian multi-brand retailer Malva plans to open its first European store at 12 Calle Serrano, in the heart of Madrid’s luxury district. Reports put the space at 1,200 square metres and describe a selection of about 120 Latin American brands, including Colombian names like Pepa Pombo and designers from Argentina, Peru, and Mexico. Official press releases and major business outlets have not confirmed those details. Malva’s founders call the store a "permanent embassy" for Latin American talent. They aim to connect designers with Spanish shoppers and share the stories behind the labels. Prices will range from €60 to €2,000, placing these brands alongside established international luxury houses.
Numbers support Madrid’s role as a gateway. Information from the Registro Único Empresarial y Social, Colombia’s fashion sector includes over 54,000 companies, and small and medium-sized businesses account for 96% of exports. Until now, most exports went to the US and Latin America. The new Serrano store will give these brands direct access to Spanish consumers, with a curated selection rarely seen in Europe before.
Other major brands are following. Johanna Ortiz, whose label has about 200 multi-brand points of sale, used her March 2026 appearance at Mercedes-Benz Fashion Week Madrid to accelerate her European expansion. The company’s sales rose from $17 million in 2024 to an estimated $30 million in 2025. Colombian leather goods company Vélez, which ended 2025 with 300 stores across Latin America, is considering Madrid for its first European location in 2027.
Madrid’s rise as a fashion hub is no accident. Alicia Damiano, founder of Agencia The Comunicación, points to the city’s cultural links with Latin America, rooted in shared history and language, as a natural advantage. She says the growing presence of Latin American designers at Madrid’s fashion events brings diversity and attracts investment, while also drawing new talent and strengthening the city’s international profile.
The shift from runway to street is also changing how events are held. The Madrid es Moda project, run by ACME, will again use public spaces from September 7 to 10, moving designer presentations out of traditional venues and into places like the Jardines de Sabatini and the Museo de Historia. Organizers say the goal is to revitalize Spanish designer fashion and bring it closer to the public, in line with the wider push for visibility and commercial impact.
Madrid’s growing status as a fashion capital comes as other cultural sectors face uncertainty. As reported earlier, institutions like the Acadèmia Valenciana de la Llengua are dealing with budget cuts and political pressure, a contrast that highlights the different fortunes of Spain’s creative industries.
Brands are positioning Madrid as a European base for Latin American fashion to reach the continent’s shoppers and capital directly. The city’s luxury districts, once dominated by established European names, are now seeing a new wave of Latin American designers with commercial ambition and cultural depth. The shift affects market share and influence, along with Madrid’s place in the global fashion economy. The city’s openness to these newcomers, while other sectors pull back, could shape Spain’s economic and cultural direction in the years ahead.
