Last Friday, April 4th, we had the pleasure of taking part in the MAM Fashion Fórum, organized by the Automobile and Fashion Museum of Málaga — a space that, throughout this month, becomes a platform to amplify the fashion industry in all its forms.
This year, the theme revolves around street style, and the lineup couldn’t have been more inspiring: Ágatha Ruiz de la Prada, Pablo Erroz, María Escoté, Carla Paucar... and many more voices who are redefining the present (and future) of fashion.
We had the opportunity to share our vision, our essence, and our way of doing things, in a talk that felt more like an open conversation than a formal presentation.
None of this would have been possible without the presence of Begoña Pascual, who moderated the session with a warmth that disarmed us from the very first moment. She made us feel safe, comfortable, and supported. And for us — who are not naturally inclined to public exposure — it was a huge step toward authenticity.
YOUR CLOSET SPEAKS, ARE YOU LISTENING?
Your style begins when you stop trying to please
Bayra
We began with an audio. A simple yet powerful invitation: to close our eyes and reflect on the model of consumption in fashion. A pause to create space. A gentle but necessary provocation. We wanted to stir something, even if just a question. A “what if…?”
Then came what we do best. What comes naturally to us: to play. To create with what we already have. We set up a small live styling demo, using garments anyone could find in their closet: shirts, trousers, sweatshirts, blazers, scarves… and of course, our 084 bag, adding the final touch and bringing its magic.
We started with a men’s shirt. That infinite garment that transforms when we stop seeing it as what it “should” be. We made it asymmetrical, tied it under the chest, doubled it by buttoning it to itself. We turned it into something new—without cutting, sewing, or buying. Just by looking differently.
We continued with ideas to personalize trousers: small touches with knots, or even tucking them over boots, showing that style often lies in the most everyday details.
We also dared to mix styles: a classic blazer paired with a sweatshirt opened up a world of possibilities. We blended classic with urban. Masculine with feminine. Structured with free.
We discovered once again that fashion can be a game, a tool, an excuse to be yourself. And in that moment, we realized something powerful: with the little you have in your closet, you can do great things. You just need to look with new eyes, let go, and, above all, dare to step out of your comfort zone. Because often, your most authentic self lives in that discomfort. The one that doesn’t seek approval. The one that dresses to feel good. To speak without words.
This session was much more than fashion. It was a space to pause, connect, express. We walked away with ideas, yes. But also with looks, silences, emotion. Because in the end, that’s what Dueñas is about: being yourself. Trying. Making mistakes. Playing with fashion. And above all, making it your own.
Many thanks to the Automobile and Fashion Museum of Málaga for opening its doors to us.
To Mar, Elvira, and the entire team, for making us feel at home.
To Begoña, for guiding us with such warmth.
To Soraya, for bringing such an authentic touch. Her glasses, her presence, her energy… it was a true gift to share this experience with you.
At Dueñas we talk about...
DRESS HOWEVER YOU WANT
Fashion is a form of expression, not a rule to follow. At Dueñas, we embrace authenticity and freedom, designing versatile accessories that break labels. Your style should reflect who you are, without fear of trends or imposed norms. Owning your style means owning yourself.
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SPEAK WELL OR BAD?
Dueñas is a unique scent that blends tradition and modernity, with notes of Malaga biznaga, Calanda peach, and leather. More than just a perfume, it’s an experience that connects with roots and awakens memories.
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DO YOU WANT A HUG?
A father's hug makes you feel protected, just like a well-designed bag can give you that sense of security. In the end, what matters is the attitude with which you face everything. Dueñas creates bags that blend style and comfort, giving you a touch of control and calm in the midst of the daily hustle.
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HAPPY WHAT?
Since I was little, I felt different and protected those who couldn’t be themselves. My connection with the LGBTQ+ community grew naturally, and words like fag hag or feminist became a source of pride. In Dueñas, we support the freedom to be and live without prejudice. Today, we do not celebrate International Women’s Day; we continue fighting for equality.
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I WOULD LIKE TO BE A WINE
Wine is more than just a drink; it is a gateway to authenticity, tradition, and connection with the present. A well-served glass awakens conversations, emotions, and sensory journeys that invite us to live in the moment. Like wine, Dueñas represents that blend of art, passion, and artisanal essence. Toasting is more than an act; it is a celebration of what is real and truly worthwhile.
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VISUAL SENSITIVITY
Javi Rico transforms the everyday into art through his visual sensitivity and meticulous attention to detail. His photography balances technique and emotion, showing that true magic lies in observation. At Dueñas, we share this vision: valuing the small moments.
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A SUNDAY OF EMOTIONAL HANGOVER
We celebrate our first anniversary with gratitude and excitement, reaffirming that we don’t just sell products—we create authentic experiences. Along the way, we have faced fears, learned, and understood that good vibes cannot be copied, they are generated. Our event was the culmination of effort, passion, and community, leaving an emotional hangover filled with pride. Thank you for being part of this journey.
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BREAKING MYTHS AND LABELS
At Dueñas, we’ve always sought more than just collaborations; we want real connections with people who feel fashion the way we do. This first year has shown us that authenticity is what truly matters, and that our community, regardless of gender, values fashion as an attitude. Thank you for being part of this journey, for every bit of support, and for continuing to grow with us.
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WHAT MATTERS, IS SHARED
Dueñas is born with a clear philosophy: what is essential is shared and endures. We believe in authenticity, emotion, and connection through objects that tell stories. Inspired by art, fashion, and technology, we seek a balance between innovation and humanity. In a disposable world, we bet on what is lasting, real, and shared.
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