Are we witnessing the end of luxury as we knew it?Today, more than aspiration, we seek purpose.Iconic brands like Gucci and Prada experienced a significant slowdown in 2023 in China, one of their most loyal markets. The reason? A shift in mindset.New generations no longer buy to show off—they buy to connect.They seek functionality, durability, authenticity.They want products that reflect their values and last beyond a single season.
In recent weeks, social media has been the stage for an unexpected debate: the real prices behind many luxury products have come to light.This has placed a spotlight on brands that, for years, outsourced production to countries like China to increase margins and sell pure aspiration.
ASPIRATION OR MEANING?
What’s happening?
Bayra
Will their image be affected?Will 2025, as many anticipate, mark the definitive break from that model?Will the mindset that values quality over quantity prevail?
The perspective is shifting: it’s no longer about the logo, but about who made it, how, and why.At Dueñas, we don’t make bags to show off.We make bags to be with you.And we make them here, in Spain.Because we believe true luxury doesn’t lie in producing far and cheap, but close and with care.
We support local workshops, noble leathers, and artisanal craftsmanship that honours time, skill, and detail.Behind every stitch lies a craft that respects time, quality, and proximity.You pay for something well made. Here. Now. And meant to last.
Our bags are not in a rush.They have purpose.Because what you carry should tell your story, not follow a trend.And if there’s one thing that drives us, it’s to create pieces that endure—
That walk with you through intense days, unexpected journeys, improvised dinners.That don’t fall apart after a second use or lose meaning with the change of season.Today, real branding is not built on aspiration, but on coherence.On truth.On what stands the test of time and can be said with pride: this is well made.
And yes, at Dueñas we believe true luxury still exists.It just speaks softer now, closer… and with much more meaning.
You wear Dueñas because you care about origin.
Because you value what’s well made.
Because you don’t need a logo to feel confident.
Because you understand that a good bag is not just an accessory—
It’s an extension of your story.
And you? What story do you carry on your shoulder?
At Dueñas we talk about...
BETWEEN THE URGENT AND THE REAL
Even though we were born in the digital world, the desire to return to what’s real—the body and the process behind what we do—is growing.There’s a growing appreciation for connection without screens, for what’s authentic, for what doesn’t chase likes or follow scripts.To create without obsessing over metrics, allowing the chaos, the pause, the unfiltered truth to be seen.Because what truly matters isn’t always shared… but it is remembered.
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YOUR CLOSET SPEAKS, ARE YOU LISTENING?
On April 4th, we took part in the MAM Fashion Fórum in Málaga, sharing our vision of a more conscious and creative approach to fashion. Through a live demo, we showed how to transform everyday garments with a fresh perspective. It was a space for connection, play, and authenticity. Thank you to everyone who made it possible.
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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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